ArrDee: alcohol ads featuring rapper banned by watchdog

Image source, Getty Images

By Emma PetrieArts and culture reporter

Two advertisements for the alcohol brand Litty Liquor have been banned for encouraging excessive and irresponsible consumption.

Instagram posts from the Litty Liquor account in December featured photos of rapper ArrDee enjoying rum and drinking with friends at a nightclub.

The regulator said the ads were "likely to encourage excessive alcohol consumption".

The rapper is under 25, which also violates advertising rules. The ads have since been removed.

ArrDee, 20, appeared to be mixing two brands of rum, then partying with friends on the dance floor.

The text "#GETLIT" appeared at the end of the ad next to a box of Litty Liquor products.

The Advertising Standards Authority (ASA) has received a complaint that the ads violated advertising rules because they featured someone who was or appeared to be under 25 years and encouraged excessive and irresponsible consumption of alcohol.