2026-05-21
The U.K. advertising watchdog has ruled against a TikTok ad for La Vieille Ferme wine, saying it suggested alcohol could improve mood and emotional well-being and also encouraged excessive drinking.
The Advertising Standards Authority upheld complaints about a paid in-feed TikTok post seen on March 9 and March 11, 2026, that showed three boxed wine cartons with captions reading, from left to right, “One to resurrect my soul,” “One for emotional support” and “One to erase today.” The ad also included the line “My health? Depends on all three [melting face emoji] #chickenwine #lavieilleferme #fyp #selfcare,” followed by a headline that said “Finding Balance: Emotional Support and Self-Care” and a long block of text about emotional support, rejuvenation and self-care as parts of good health.
The ASA said the wording implied that the wine could provide emotional support, lift mood and act as a form of self-care. It said the references to “resurrect my soul” and “emotional support” suggested the drink had therapeutic qualities, while “erase today” positioned alcohol as a way to cope with stress or difficult times. The regulator also said the post’s references to health, mental health and self-care amounted to prohibited health claims for an alcoholic drink.
The watchdog said the ad went further by implying that drinking the wine was part of a wellness routine. It pointed to the headline and the accompanying text, which discussed emotional support, personal rejuvenation and self-care as factors in overall health. In the ASA’s view, those messages would likely lead viewers to connect alcohol with mental health benefits and emotional nourishment.
The complaint also focused on the phrase “One to erase today.” The ASA said some consumers would understand that line as encouraging drinking to the point of memory loss in order to forget a hard day. It noted that the visual showed a hand repeatedly filling a glass from three large wine cartons, which reinforced the impression of heavy consumption. On that basis, the regulator said the ad encouraged an unwise style of drinking and promoted excessive alcohol use.
Perrin Et Fils SAS, which trades as La Vieille Ferme, told the ASA it recognized the concerns raised and had made internal changes to improve future compliance with the rules. TikTok said it reviewed the content and removed it from its platform for violating its advertising policies.
The ASA said the ad breached rules 18.1, 18.7 and 18.17 of the CAP Code on alcohol marketing. It ordered that the ad must not appear again in its complained-of form and told the company not to imply that alcohol has therapeutic qualities, can change mood or serves as a source of nourishment, or make health claims in ads for alcoholic drinks.