Ad skates on thin ice, says ASA

05 October, 2007

The Advertising Standards Authority has banned a TV ad for Miller Genuine Draft in which a man performs roller skate stunts on his way to meet friends at a concert.

It said the ad appealed strongly to under-18s even though the man was dressed in a way that did not associate him with youth culture, and that it associated alcohol with dangerous feats.

But the ASA dismissed complaints by a viewer that the ad suggested that alcohol could increase someone's popularity and confidence, and that it linked alcohol to sexual success.

Miller had cleared the ad with the Broadcast Advertising Clearance Centre before it was aired, and said it would not repeat the ad because of the ASA's concerns.

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