Complaint against “irresponsible” Missguided advertisement not upheld

The ASA investigated a complaint made against a television advertisement for Missguided which featured text reading “IF YOU REMEMBER ONE THING FROM LAST NIGHT … MAKE SURE IT’S YOUR OUTFIT”. The text was intercut with scenes showing young women in darkened corridors.

The complaint was raised on the basis that the advertisement was irresponsible because of its implicit reference to excessive drinking. However, the ASA did not uphold the complaint. There were no scenes depicting consumption of alcohol or showing places where alcohol is usually consumed. The advertisement had no clear narrative linked to alcohol and so it was not deemed to be irresponsible.