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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.