Gordon Ramsay gin advert banned due to nutrition claims

An advertising campaign for celebrity chef Gordon Ramsay's new gin has been banned for making nutrition claims not permitted by UK marketing rules.

Ramsay, known for his restaurant empire and shows such as Kitchen Nightmares and Hell's Kitchen, launched his first gin last year in partnership with Scottish producer Eden Mill.

Eden's goal Mill's marketing of Ramsay's Gin, which is described on the distiller's website as a "delicious new take on a classic London dry gin inspired by the taste of Scotland" , is based on product ingredients.

Posts on Instagram pages and t Facebook of Ramsay's Gin, which are operated by Eden Mill, featured an image of the bottle exposing the virtues of honey that "form the botanical basis" of gin.

" Honey Berries retain the rich flavors and micro-nutrients that come from Scotland's wonderful terroir," the post reads. "With more antioxidants than blueberries, more potassium than bananas, more vitamin C than oranges, and a flavor like a blend of blueberries, plums, and grapes, these are perhaps the most honeyed berries tasty in the world!"

The Advertising Standards Authority has challenged whether the adverts breached strict rules governing permitted nutrition claims when marketing alcoholic beverages.

< p class="dcr-1vtk2mf">Under the UK Advertising Code, the only permitted nutrition claims are that products are 'low alcohol', 'reduced alcohol' or 'reduced energy' .

Eden Mill Distillery said they had never distilled with honey berries before and were also "excited" at the chance to work with Ramsay, which meant that the company "neglected to conduct its due diligence e usual" in ad compliance.

The company said the ads were only posted once and will not be used again in any media channel .< /p>

Furthermore, the owners of the company, the marketing team and the head distiller have been informed of the complaint and have assured the ASA that this does not would happen again.

"While we welcome the action taken by Ramsay's Gin to remove the advertisements, we have concluded that the advertisements violate the [advertisement] code" , said the ASA. “Ads should no longer appear in the offending form. We told Eden Mill Distillery, which operates as Ramsay's Gin, not to make unauthorized nutrition claims on alcoholic beverages. the brand partnership ended in 2011.