Liquor brands will think twice about using "glitter", models with "youthful looks" and messages about "the morning after" in their advertising, after a complaint about a Vodka Cruiser advertisement on Instagram was upheld by the Advertising Standards Bureau.

The ad series was featured on Instagram and included an image of a young female model with glitter under her eyes, alongside the caption "How to cover your dark eye circles the morning after".

Other images posted by the pre-mixed beverage brand depicted a cut-out love heart, colouring pencils and confetti.

The ads prompted a complaint from Cancer Council Victoria, which argued that they were primarily directed towards children, with one consisting "solely of an image of the face of a child who appears to be under 14 years of age".