Molloy's Liquor Stores' AI-written Buckfast ad banned for 'grab a bottle (or ten)'

An AI writing tool drafted the on-site copy for Buckfast Tonic Wine on Molloy's Liquor Stores' website. It asked drinkers if they were 'tired of regular old wine', claimed the tonic would make them feel 'like a superhero' and 'on top of the world', and urged them to grab 'a bottle (or ten)'.

The testimonials pushed it further: 'I drank Buckfast before my job interview and I got the job! I don't remember much of the interview', 'I had a glass before my wedding and I don't remember saying I do', and 'Buckfast is the only thing that gets me through family gatherings'.

A complainant said the ad was irresponsible: it implied alcohol improved performance and that drinkers relied on it to function socially. ASAI's Independent Council agreed, finding the ad centred on the product's effects, implied memory loss, and encouraged excessive consumption, breaching sections 9.1, 9.5(a)(b) and 9.8(a)(b)(f)(g).

Molloy's conceded the wording could be read as inconsistent with the Code, removed the complained-about copy and replaced it with a factual product description, apologised for the 'unintended impression', and said it would add internal checks so AI-assisted content is reviewed for compliance before publication.