ASA raps Stella ad slot

05 December, 2008

Channel 4 has been ordered by the Advertising Standards Authority to take more care when scheduling alcohol ads after a commercial for Stella Artois was shown just after a family film.

Channel 4 and Inbev UK both had complaints against them upheld after the ad was shown following a screening of Dunston Checks In – a film in which a young boy befriends a mischievous orang-utan – as the result of an error at the TV station, which has admitted responsibility.

A complaint was received by the ASA from a member of the public.

In its defence Inbev said the ad had been shown without its permission and that it provided guidance to all commercial media to promote brands responsibly.

Channel 4 said an error ha meant that a restriction on alcohol advertising alongside the film had not been put in place.

Broadcast Committee of Advertising Practice rules state that ads for drinks over 1.2% abv shouldn’t be broadcast adjacent to programmes with an appeal to under-18s.

Independent viewing figures showed a high proportion of 10- to 15-year-olds had watched the film.

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