ASA rebuffs Asda TV ad complaints

23 February, 2007

Complaints that an Asda TV ad encouraged excessive drinking have been thrown out by the Advertising Standards Authority.

Asda's Christmas drink promotion showed two men filling a car boot with cases of beer and cider. When one of the men tried to shut the boot it was too full and a voice-over sa id: "There's more beer for less at Asda." On-screen text read : "Any two £18. Any three £24."

The complaints, from Alcohol Focus Scotland and two members of the public, said the ad "encouraged immoderate drinking".

Asda said the full boot was intended to show the range and number of products in the offer. It added that the men were stocking up for a party and were not shown consuming the alcohol .

The ASA report said: "We considered viewers were likely to understand that the men featured were stocking up to take advantage of a price promotion and that they did not intend to consume all the beer at once."

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