Watchdog clears Crabbie’s radio ad

10 December, 2010

Halewood International has been cleared of causing offence by the Advertising Standards Authority over a radio ad for Crabbie’s which listeners alleged contained sexual innuendos.

Four complaints were made about the ad set in a gastropub in which one character suggested, “Amy wants the pork and I fancy the Mediterranean tart,” while another asked for the “chef’s T-bone with nut stuffing”.

Those complaining suggested broadcasts should have been restricted to times when children would not hear them.

A separate complaint came from a listener who claimed their three-year-old had been asking for a Crabbie’s and blamed it on the “playful” nature of the ad.

The ASA cleared Halewood on the grounds that the innuendos were “mild and unlikely to be understood by young children”. It said the ad’s content was “clearly directed at people over the age of 18”.

Graham Oak, marketing director at Halewood International, said: “All advertising for the brand contains an explicit sentence within, stating the brand is ‘strictly for grown-ups’, to make it clear it is unsuitable for under-18s.

“The fact that these complaints have not been upheld is testimony to the considered approach we take in developing all advertising for alcoholic drinks products.”?




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