The ad, which features a man performing a series of stunts on roller skates, was ordered to be taken off the air by the ASA yesterday because it said it associated alcohol with daring behaviour and would “appeal strongly to under-18s.”
Miller Brands said it had made the decision to withdraw the ad from air in August, before the ASA's investigation had been completed. It also consulted The Broadcast Advertising Clearance Centre before showing the ad and had taken out scenes which it thought would have youth appeal.
The ASA decided to review the ad after it received complaints from viewers that it linked alcohol to sexual success and suggested that alcohol could increase someone’s popularity and confidence.
Under the Portman Group’s Code of Practice on the Naming, Packaging and Promotion of Alcoholic Drinks drinks companies are not allowed to make their products appeal to under-18s, associate them with bravado, dangerous behaviour or with sexual success.
InBev UK was also rapped by audjudicators at the ASA yesterday for producing a “misleading” print ad for the Artois brand.
The ASA told InBev it could not longer use the term “A family dedicated to brewing for six centuries” in its future advertising because it suggested that a family of common ancestry had been involved in the brewing for 600 years, which is not the case.
InBev said the word “family” was meant to refer to the family of beers it sells under the Artois brand.