The rationale behind the decision was simple enough. Drinks company Diageo has withdrawn all its advertising from Snapchat, following a ruling by ASA that it did not do enough to ensure a campaign for Morgan rum, using a pirate lens, did not reach users below the legal drinking age. The Captain Morgan lens has become the first Snapchat lens to be banned in the U.K. . Diageo and Snapchat are said to be discussing updates to interest-based targeting that allow brands to infer user age, which were only applied by the social media site after the campaign.
Drinks company Diageo has withdrawn all its advertising from Snapchat, following a ruling by ASA that it did not do enough to ensure a campaign for Morgan rum, using a pirate lens, did not reach users below the legal drinking age. The Captain Morgan lens has become the first Snapchat lens to be banned in the U.K. . Diageo and Snapchat are said to be discussing updates to interest-based targeting that allow brands to infer user age, which were only applied by the social media site after the campaign.