Cut-price beer ad cleared

Asda television advertising for its range of beers was not found to be in breach of alcohol advertising guidelines by the Advertising Standards Authority today. The advert promoted a discount offer on beer and cider at the supermarket, which drew complaints from Alcohol Focus Scotland, as well as two members of the public.

The advert featured two men filling a car boot with cases of beer and cider until it was unable to close, with text highlighting a 2 for £18 and 3 for £24 deal, and a voiceover claiming “there’s more beer for less at Asda”. The ASA ruled that this advert did not contravene the guideline for alcohol advertising that restricts the portrayal or the encouragement of “immoderate drinking”, stating that “viewers were likely to understand that the men featured were stocking up to take advantage of a price promotion”.

© db 14 February 2007