A glamorous influencer-filled festival getaway has landed a major Australian fashion label in hot water after regulators ruled a promotional video risked normalising excessive alcohol consumption.
White Fox Boutique Breaches Advertising Rules
Sydney-based online retailer White Fox Boutique has been found in breach of advertising rules following a TikTok post during a Coachella-themed content trip in the United States. The clip, filmed inside a luxury rented mansion branded the 'Starstruck Festival House', featured a rotating cast of high-profile Aussie influencers alongside several stars from Love Island UK.
While the polished three-day content shoot delivered a stream of fashion-forward festival looks, it was one particular TikTok clip that triggered a formal complaint and subsequent finding by Ad Standards. A complaint raised concerns that the ad appeared to encourage heavy drinking among young audiences.
'A complaint was received on the grounds that the ad shows influencers encouraging heavy drinking and getting each other drunk. Given that the advertiser's brand is well-known and loved by teenagers, this is inappropriate,' the report stated.
Ad Standards Ruling
Ad Standards ultimately ruled the content breached section 2.6 of the AANA Code of Ethics, which states advertising must not depict material contrary to prevailing community standards on health and safety. The video shows influencers discussing their Coachella plans, with several comments referencing drinking alcohol.
'My mission is to get Chloe as drunk as possible,' Millie Court, who won season 7 of the UK dating show, replied. The tone continues throughout the clip, with fellow Love Island UK alum Sophie Piper adding: 'My mission for today is to have as many tequila shots as possible. And for Samie to have as many tequila shots as possible.' Samie Elishi responded: 'My mission of the day is to not throw up when Sophie makes me have as many tequila shots as possible,' before laughing. Elsewhere in the video, Samira Mighty adds: 'Take a shot with a stranger.'
While the comment section largely focused on fashion and celebrity spotting – with users posting messages such as 'Millie looks so cute I can't,' and 'The outfits are so slay' – the regulator took a very different view of the tone being projected.
Regulator's Concerns
Ad Standards argued the combination of repeated alcohol references created a broader concern. 'The Panel considered that this ad was published as social media content, which meant that one could assume that viewers are likely over the age of 16. However, the Panel noted the legal drinking age in Australia was 18 years, meaning that there was a strong likelihood that this ad could still be viewed by followers under 18.' It also concluded that 'repeated references to getting as drunk as possible, consuming multiple tequila shots, and vomiting' risked normalising excessive drinking behaviour.
As a result, Ad Standards has ordered the business to remove or modify the content to comply with regulations. The matter has also been referred to TikTok for review. White Fox responded promptly to the ruling, immediately taking the clip down.
