La Vieille Ferme's 'emotional support' wine ad was banned for implying alcohol heals

In March 2026, a paid TikTok in-feed ad for La Vieille Ferme wine showed three boxed wine cartons labelled 'One to resurrect my soul', 'One for emotional support' and 'One to erase today', with a hand filling a glass from each. Accompanying text read 'My health? Depends on all three' and framed the ad around 'self care, emotional wellbeing and mental health'.

The ASA upheld both complaints in May 2026, ruling the labels implied wine offered emotional benefit and that 'One to erase today' portrayed alcohol as a way to cope with stress — even suggesting drinking to the point of memory loss. The regulator found the ad presented alcohol as capable of changing mood and possessing therapeutic qualities, which is a prohibited health claim for an alcoholic product. It breached CAP Code rules 18.1, 18.7 and 18.17.

TikTok removed the advert for breaching its advertising policies, and the wine's maker Perrin et Fils said it had introduced internal improvements. The ASA told the company it must not imply alcohol has therapeutic qualities, must not portray it as improving mood or wellbeing, and must not encourage excessive consumption.