Heineken scraps ads for new beer because models look too young

Photo: Martijn Planken via LinkedIn

Brewing giant Heineken has scrapped a new poster campaign from the Dutch streets because the models look too young, RTL Nieuws has reported.

Heineken decided to take away the posters for its low alcohol, “softer” beer Silver after a complaint from responsible drinking campaign group Stiva.

Stiva was tipped off by a LinkedIn comment from campaigner Martijn Planken. “I just asked three teenagers how old these people are. All three said between 16 and 18,” Planken said.

The models’ hair and clothing also made them out to be “youngsters promoting a new beer,” Planken said. “And that, as far as I am concerned, contravenes the advertising code.”

The code states that models in alcohol advertising must be at least 25.

Planken’s post was seen by Peter de Wolf, head of the responsible drinking campaign group Stiva, who raised the issue with the brewing group.

Heineken has said the models did meet the age demand but did not look it. “So we have decided to remove the poster,” a spokesman told RTL Nieuws.

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