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Beer ad 'appealed' to under-18s | Beer ad 'appealed' to under-18s |
(about 2 hours later) | |
A beer advert showing a roller-skating stuntman was likely to appeal "strongly" to under-18s, breaching advertising rules, a watchdog says. | A beer advert showing a roller-skating stuntman was likely to appeal "strongly" to under-18s, breaching advertising rules, a watchdog says. |
The advert for Miller Genuine Draft featured a man on skates somersaulting over dogs and jumping through a tyre. | The advert for Miller Genuine Draft featured a man on skates somersaulting over dogs and jumping through a tyre. |
The Advertising Standards Authority said the "effortless cool" of the skater's tricks could appeal to minors and that the ad should not be repeated. | The Advertising Standards Authority said the "effortless cool" of the skater's tricks could appeal to minors and that the ad should not be repeated. |
But the beer firm said the man was trying to avoid traffic, not look cool. | But the beer firm said the man was trying to avoid traffic, not look cool. |
The industry watchdog said the advert associated alcohol with potentially dangerous feats and found it in breach of advertising rules relating to "youth culture" and "daring". | The industry watchdog said the advert associated alcohol with potentially dangerous feats and found it in breach of advertising rules relating to "youth culture" and "daring". |
Miller Brands Ltd, the UK arm of parent company SABMiller, has been ordered not to repeat the advert. | Miller Brands Ltd, the UK arm of parent company SABMiller, has been ordered not to repeat the advert. |
Defending the commercial, the company said the roller skates had been made to look old-fashioned so they would not appeal to youth culture. | Defending the commercial, the company said the roller skates had been made to look old-fashioned so they would not appeal to youth culture. |
Rules breach | |
And in addition, the advert did not show the man skating with friends and it made it clear he was roller-skating to avoid the heavy traffic rather than trying to look cool. | And in addition, the advert did not show the man skating with friends and it made it clear he was roller-skating to avoid the heavy traffic rather than trying to look cool. |
The watchdog has also criticised the firm behind Stella Artois beer for implying one family had brewed the lager for the past 600 years. | |
A wraparound advertisement for the beer in national newspapers said: "A family dedicated to brewing for six centuries." | |
The ASA said the claim breached rules on truthfulness and substantiation as Artois is no longer a family-owned brand. | |
InBev UK - the firm behind the brand - said the reference to "family" meant to give an overall impression of the Artois heritage and its "family" of beers. |