DJ Khaled posted and deleted a video of himself pouring Ciroc vodka and Belaire wine over his Cinnamon Toast cereal and immediately heard from consumer watchdog groups.
Many of the agencies, including Truth In Advertising [TINA], argued that the Miami producer uses his fame to promote alcohol to children, which is a direct violation of social media advertising codes, not to mention federal law. In one of the videos, Khaled claims Ciroc goes good with homemade cookies and is excellent in slushy form.
“That DJ Khaled has used his special connection with young people to engage and motivate middle school and high school students as the national spokesperson for the nonprofit Get Schooled does not absolve him of the responsibility to keep alcohol ads away from minors,” wrote the organization. “In fact, given DJ Khaled’s influence on the young world and the well-documented dangers of underage drinking, it makes it all the more important.”
The watchdog groups also noted that each week Khaled posted Snapchat videos that showed either Belaire, Bumbu rum, Ciroc or D'Usee cognac, and he didn't let his followers know that he had endorsement deals with those brands.
Khaled has since included the hashtag #ad on his social media accounts to keep the FTC away, but the backlash for the Ciroc-over-the-cereal thing hasn't subsided yet.
Do you think Khaled deserves to be criticized or no?