Heineken is removing posters all over the country that advertised Heineken Silver. The brewer does this after complaints that the models on the posters look too young.
“The models were not too young, but they seemed too young,” confirms a spokeswoman for Heineken after reporting by RTL Nieuws. According to her, the models were even well over 25 years old. Nevertheless, the brewer immediately decided to take action.
Heineken was called about the posters by the Foundation for Responsible Alcohol Consumption (STIVA), which is also committed to responsible alcohol advertising. The organization raised the issue after a commotion on social media. “Just asked three teenagers how old these people are. All three indicated: between 16 and 18,” someone said on LinkedIn. This would make it seem that young people were promoting a beer and that is not right.
STIVA director Peter de Wolf explains that his foundation has drawn up an advertising code that is supported by parties such as Heineken. It has been agreed, among other things, that the models must not only be older than 25 years, but must also look older.
As far as De Wolf is concerned, the case has now been completed. “Heineken acted quickly. That’s really all they could do.” The STIVA director adds that the advertising code is normally observed very well by the brewers. “So this is an exception.”
Heineken Silver has not been around that long. Heineken launched the new beer in the Netherlands last year. With Heineken Silver, which contains slightly less alcohol and tastes less bitter, the brewer tried, according to its own statement, to appeal mainly to people in their twenties.
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