Rita Ora comes under fire for plugging alcohol on Instagram as campaigners warn celebrity adverts risk 'glamourising' underage drinking
- In a post, the Hot Right Now singer, 28, declared tequila brand Prospero 'highlights strong independent women'
- But this invoked the ire of campaigners who highlighted Rita's young social media following
- The Advertising Standards Authority (ASA) guidelines dictate that people featured in alcohol ads should be and look at least 25 years old
- Experts are also calling for alcohol businesses to face court action for reportedly flouting strict laws relating to alcohol advertising
- Charities have backed the move, claiming celebrities risk 'glamourising' underage drinking
- It is understood the ASA is not investigating any alcohol sponsorship deals on Instagram currently, although they did say they were keeping a close eye on the situation
Rita Ora has been slammed for promoting alcohol on Instagram to her young fan base.
In a post, the Hot Right Now singer, 28, declared tequila brand Prospero 'highlights strong independent women.'
But this invoked the ire of campaigners who highlighted Rita's young social media following.
Social media: Rita Ora has been slammed for promoting alcohol on Instagram to her young fan base (pictured at the Prospero Tequila launch party in April 2019)
Post: In a post, the Hot Right Now singer, 28, declared tequila brand Prospero 'highlights strong independent women' (pictured at a Hennessy event in 2015)
Experts are also calling for alcohol businesses to face court action for reportedly flouting strict laws relating to alcohol advertising . Charities have backed the move, claiming celebrities risk 'glamourising' underage drinking.
Amy Powell, client relationships manager at marketing compliance consultancy PromoVeritas, said: 'The thing that alarms me is that Rita Ora has an audience of 14+.
'And her image has a bottle of Tequila right there on her Instagram.
'Like I said to brands four years ago, regulators are ready and prepared to go to court in cases like this.'
Alcohol ad: But this invoked the ire of campaigners who highlighted Rita's young social media following
She added that any alcohol adverts that seek to glamourise its therapeutic qualities will 'pretty much always break the rules.'
Powell's comments was backed by activists who said there needed to be greater scrutiny applied to alcohol advertising.
Millie Gooch, founder of the Sober Girl Society, said: 'We need to be really mindful of any kind of alcoholic advertising that is occurring on Instagram.
'Regularly on my feed I'll see alcohol ads and sponsorship deals for vodka drinks and cocktails when I've not even searched for them.'
Millie, who has been sober for over a year, added: 'There's so much alcohol-fuelled marketing aimed at young women and teenagers.
Fury: Amy Powell from marketing compliance consultancy PromoVeritas, said: 'The thing that alarms me is that Rita Ora has an audience of 14+. And her image has a bottle of Tequila right there on her Instagram' (pictured in 2014 at a Belvedere party_
'We're taught that to be strong, sassy, independent women we need to be that Sex and the City character with a cosmo in our hands.
'For me, drinking didn't make me stronger or more independent - booze doesn't empower women it disempowers women.
'It's disheartening to see influencers with such young followings promote alcohol in this way.
'Girls as young as eight are now on Instagram and they'll probably be following celebrities like Rita Ora.'
Dr Richard Piper, Chief Executive of Alcohol Change UK, said: 'Much of the alcohol industry's marketing budget is devoted to endorsements like these, which can often go unregulated.
'This is because alcohol marketing in the fast-evolving world of social media presents new challenges which the current system isn't able to cope with.
'That's why we need a full review of alcohol marketing regulation to make it fit for the digital age.'
MailOnline has contacted representatives for Rita and the Advertising Standards Authority for comment.
The Advertising Standards Authority (ASA) guidelines dictate that people featured in alcohol ads should be and look at least 25 years old.
Rita's full Instagram post read: 'Swipe up in story to read my @forbes exclusive!!
'I'm sooooo excited I've been working on this, one of my many new babies for nearly a year now!!
Celebs: Rita is not the first celebrity to use Instagram to promote alcohol. David Beckham has used the site to plug his sponsorship deal with Haig Whiskey while Nicki Minaj has used the site promote her MYX fusions red wine blend
'I've had the privilege of collaborating with amazing brands and each time I learn something new about the business side of the industry. With this partnership I wanted push myself to take on a new role.
'Being Chief Creative Partner and shareholder with @prosperotequila has allowed me to invest my time and energy in a my new venture, which at its core highlights strong independent women.
'Working with Stella and visiting the distillery was an amazing experience and affirmed my desire to take on this position within the company.
'I can't wait to toast this new partnership with my family, friends, and fans and finally drink my own draaaaank! Thank you @prosperotequila £VivaPróspero £VivaconRita.'
Rita is not the first celebrity to use Instagram to promote alcohol. David Beckham has used the site to plug his sponsorship deal with Haig Whiskey.
In glossy promo shots labelled 'paid partnership with' he calls himself a 'Haig club man.'
Nicki Minaj also takes to Instagram to promote her MYX fusions red wine blend.
It is understood the ASA is not investigating any alcohol sponsorship deals on Instagram currently, although they did say they were keeping a close eye on the situation.
ASA spokesman Matt Wilson explained: 'From our perspective, there's no move or force towards tighter regulation.
'Our very strict alcohol advertising rules already apply across media and including social media space and posts by influencers.
'We always monitor trends and if there's issues that are cropping up in that area then we'll be very quick to take action and there will be an emphasis placed on the brands themselves and partnerships with celebrities.
'Alcohol ads can't be targeted at under 18s and if somebody's got a big follower base that is under 18 then of course it is inappropriate for them to promote alcohol brands.
'Or if an influencer is or appears to be under 25 they are not able to advertise alcohol brands.
'There are already very strict rules in place but we're monitoring the situation and if there's grounds for us to act we will.'
It comes after the ASA recently banned an Instagram ad for Macallan whiskey which seemed to glorify alcohol-induced reckless behaviour.
Success story; Rita is one of the world's top artists with 14.8m Instagram followers
