The Advertising Standards Authority decided it breached rule 1.2 of the code for broadcast advertising and ruled it must not appear again in its current format.
The watchdog received a complaint from Alcohol Concern’s Youth Alcohol Advertising Council – a group of children that monitors alcohol marketing – claiming the ad linked alcohol with tough, daring behaviour, encouraged irresponsible and immoderate drinking and implied that alcohol was key to the social success of the occasion.
The ASA dismissed the latter complaints but decided the ad breached the rules because it “made a clear association between an alcoholic product and tough and daring behaviour”.
It said: “We noted that the ad was set in Iceland and depicted driving in difficult icy conditions and surfing in very cold and rough waters, both of which we considered to be potentially dangerous activities which required skill and daring.
“The group were not shown consuming alcohol, and there was no suggestion that they had done so, prior to the evening when they were shown in a bar. Nonetheless, because the ad featured both alcohol, and physically demanding and challenging activities, we considered that it made a clear association between an alcoholic product and tough and daring behaviour. We therefore concluded that the ad was irresponsible.”
A spokesperson for Mast-Jaegermeister UK said: “We are committed to responsible marketing and strives hard to abide by all relevant codes, rules and regulations, which apply to the industry, in what is arguably the strictest market in the world.
“The company also abides by all the processes required by the relevant authorities, which in this instance included the advert being approved pre and post production by Clearcast. Mast-Jaegermeister UK welcomes the fact that two complaints were not upheld but accepts all the decisions of the ASA Council.”