This print advertisement was once pushed to be banned on the ground that the woman’s pose was suggestive and the ad attempts to link drinking alcohol with sexual activity. Brewer Shepherd Neame however, warned by the watchdog to not link alcohol with sexual contents in its future ads. The ad has featured a woman wearing a low-cut medieval costume sitting in a provocative manner with a strap line saying ‘At 5.4 per cent, it’s near the knuckle’, which was considered offensive by many people.
However, acting on a complaint against the ad ASA has ruled out that the ad did not breach decency code. The ASA further stated, ‘Readers were likely to see the image and headline text ‘I love a good session on the Bishops Finger’ as light-hearted and playful references to the product’s name and brand identity.’
Via Commercial Archive
