Urban Outfitters 'F**k my liver' ad deemed irresponsible

Urban Outfitters: ASA condemns ad as being irresponsible
Urban Outfitters: ASA condemns ad as being irresponsible

Urban Outfitters has been rapped by the ad watchdog for the "irresponsible" messaging in an ad for a hip flask that said: "Fuck my liver".

The ad was created in-house and appeared on Urban Outfitters' own site. It featured a hip flask next to the words "F**k My Liver Hip Flask... Drink like the rebel you are with this F**K My Liver printed hip flask".

Words printed on the hip flask itself stated: "FUCK MY LIVER".

One complainant claimed the brand was irresponsible because it could encourage excessive drinking.

Urban Outfitters said it was their intention to produce a funny and light-hearted ad to attract the attention of consumers, while reflecting the brand's "street-style" attitude.

The brand said "Fuck my liver" could be interpreted in numerous ways related to unhealthy living, and did not necessarily relate to alcohol, adding that the phrase is frequently used as a song title and in lyrics.

It said it was a "fashionable phrase" commonly used by its customers that featured on its clothing and other products.

Despite this, the Advertising Standards Authority said the phrase was "a message to actively disregard well-known advice about the negative effects of alcohol on the liver," and the phrase "drink like the rebel you are" to be seen as direct encouragement to consumer excessive amounts of alcohol.

The ad has been deemed irresponsible and banned.

>

Discussion

Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus
Brand Republic Jobs

subscribe now

Latest

John Lewis walks consumers through its history to celebrate 150 years of business
Waitrose boosts content strategy with 'Weekend Kitchen with Waitrose' C4 tie-up
Hottest virals: Cute puppies star in Pedigree ad, plus Idris Elba and Fruyo
Amnesty International burns candles to illuminate new hope
Toyota achieves the impossible by calming angry Roman drivers
Tom of Finland's 'homoerotic' drawings made into stamps
YouTube reveals user habits to appeal to 'older' marketers
Ex-M&S marketing chief Steven Sharp consulting at WPP
Wolff Olins reveals new CEO after Apple poaches Karl Heiselman
Glasgow offers £30,000 prize to best digital idea for 2014 Commonwealth Games
Google's revenues surge but shares drop as it grapples with transition to mobile
Facebook beats Twitter to most 'marketing friendly' social media site crown, says DMA
Fableists believe children like Finn should be outdoors enjoying life
Homebase, Baileys and Camelot join the line-up at Media360
MasterCard renews Rugby World Cup sponsorship to push cashless message
Lynx unleashes £9m 'Peace invasion' campaign
Social Brands 100 Youth: Pizza Hut most social youth brand in UK
Cheryl Cole is wild and arresting in new L'Oreal work
Morrisons told not to show alcohol ads during YouTube nursery rhymes
O2 head of brand Shadi Halliwell departs after 23 years at company in restructure
Tesco hit by further sales decline as it turns to digital Clubcard and social network
Branding guru Wally Olins dies aged 83
Duracell short film captures epic Transatlantic voyage
Ash runs Tinder experiment to show smokers are less desirable to opposite sex
British Airways teams up with Gerry Cottle Jnr for summer of rooftop film screenings
Arklu says 'girls can be superheroes too' with doll design competition
Coke enters squash market with Oasis Mighty Drops
Virgin Galactic signs up Land Rover as space flight sponsor
Motorola marketer Andrew Morley departs as Google gears up for sale to Lenovo
US Airways apologises after tweeting obscene image at a customer