ASA Bans Beer Ad Over Sexual Claims

The Advertising Standards Authority (ASA) has banned Budweiser radio ad for linking alcohol to sexual prowess. The radio commercial for Budweiser featured an American football coach giving a motivational team talk before a lads' night out.

"You were conceived on a night like tonight," the Daily Mail quoted the coach as telling the cheering men.

"So before going out for that ice-cold Budweiser, you put in that extra two minutes in front of the mirror.

"Because you never know who you're going to meet ... so raise your bottles of Budweiser high in the air and make a toast to tonight.

"Now get out there, great times are waiting." He said.

In the 60-second promotion, the coach also starts a chant of "grab some Buds".

In a ruling that has been published, the ASA accused InBev, the British brewer of the American lager, of linking alcohol to sexual success.

Advertising codes were tightened in 2005 to ensure alcohol brands did not promote underage drinking and anti-social behavior.

The rules dictate that adverts must not appeal to people under 18 or use references to youth culture.

ASA guidelines specify a ban on any publicity campaigns linking drinking to "irresponsible behavior, social success or sexual attractiveness".

The code also states that alcohol adverts must not be broadcast alongside programs aimed at audiences below the legal drinking age.

"We noted it was suggested it was on such nights that unexpected and significant events, including conception, could take place," the watchdog said.

"The ad was likely to be understood as suggesting the group was preparing for an evening where alcohol would be drunk and during which the participants would have a great time, including the possibility of meeting a potential sexual partner," it said.

Upholding a complaint about the advert, which was broadcast last December, the watchdog said it 'must not be broadcast again in its current form'.

It also ordered InBev to ensure future promotions did not link alcohol to potential sexual success.

The company denied suggesting its beer led to sexual success and insisted it was 'fully committed to the responsible marketing of its products'.

It added that the advert drew upon the 'American values of optimism, free-spiritedness and a positive outlook' and was designed 'to capture the spirit of anticipation'.

The brewer said that the tone of the speaker's voice was rousing but also wise and caring.

It added the fictional coach had a 'keen interest' in the welfare of the men he was speaking to.

The advertising authority accepted the firm's intention but was critical of the tone of the disputed advert.

Source-ANI