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Wells and Young's plans appeal over ad ban
15 April, 2009
ASA bans ad based on three complaints
An advert for Courage beer has been banned by the Advertising Standards Authority (ASA) on the basis that it implies beer will give somebody confidence.
However Wells and Young's, which brews the beer, plans to appeal the decision.
The advert shows a man with a pint of Courage beer, looking confused, while a woman in a figure-hugging dress, still with the sales tag on, poses in front of him. The advert also uses the slogan ‘Take courage my friend’.
The ASA received three complaints from the public which believed that the poster implied the beer would give the man confidence to make negative comments on the woman's appearance.
But Chris Lewis, marketing director for brewer Wells and Young's said: “It smacks of PC gone made”, adding he was "very surprised" by the decision.
"The advert depicts a very common situation which our target demographic would relate to, and there is certainly no indication that our ‘hero’ in the advert would say anything “negative” to his partner or “take advantage of her," said Lewis.
“The slogan ‘Take Courage’ has been used in Courage advertising for decades and this recent poster campaign brings this iconic beer up to date in a light-hearted manner.
”We have both pre-cleared this advertising with relevant industry bodies and worked closely with the ASA to resolve this issue so we are naturally disappointed by the outcome,” he said.
Readers' comments
We are in such a sorry state when 3 people can stop the majority of us from laughing! Don't we have enough bad news already? I say to those 3, get a life!
"plans to appeal the decision" ...? This is Britain - we appeal AGAINST things. Only in America do they "appeal" things.
Only three complaints to have an advert investigated and removed? Good job the same thing doesn't apply to governments as well! Ken Nason
of course her bum looks big in that
"An advert for Courage beer has been banned by the Advertising Standards Authority (ASA) on the basis that it implies beer will give somebody confidence. " I find it funny because that's EXACTLY what it does since time immemorial !! Male or female we all remember our singles days. :)
Rubbish. Everything needs some kind of advertising/marketing these days.... even the basics of serving "good beer" relies on word of mouth which is a form of advertising!!!!!!! If it's a"good beer" how do people know it is and where to get it??
I find it strange that ASA,should ban this avert on the strength of three complaints yet they allow TV to transmit smutty sex ads for phones ,double standards me thinks
Good beer needs no advertising.