Peroni cleared of ad breach

30 June, 2010

Miller Brands (UK) has been cleared of breaching advertising codes after featuring a motor scooter in an ad for Peroni beer.

The Vespa scooter appeared as a symbolic Italian style icon in the poster ad for the brand.

A complaint to the Advertising Standards Authority claimed that the ad breached advertising regulations on irresponsibility because it linked alcohol with youth culture and promoted drink-driving.

But the ASA cleared the ad of any breach and said in its adjudication: “We did not consider [the scooter’s] appeal was linked specifically to contemporary youth culture, and was likely instead to be seen as a symbol of classic Italian design.”

It also said that because the beer and the scooter were shown in isolation as symbols of Italian design the ad did not promote drink-driving.

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