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ASA Heineken Rugby World Cup

Heineken escapes ad ban following complaint by Youth Alcohol Advertising Council

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By Natalie Mortimer, N/A

March 18, 2015 | 2 min read

Heineken has avoided an advertising ban from the Advertising Standards Authority (ASA) following a complaint from the The Youth Alcohol Advertising Council (YAAC) over a poster for the brewer's beer.

The image showed two bottles of Heineken being clinked together along with the text 'Post-match ritual'. The YAAC complained to the ASA that the ad implied alcohol was a key component of the success of a social event.

Heineken defended the ad and said the it was launched to support Heineken's continued sponsorship of the Heineken Cup rugby competition and was featured around the final of the tournament, held in Cardiff.

The brewer dismissed the notion that any part of the ad depicted or implied that consuming Heineken was a key component of success or an essential action, in this case, at a big sporting event.

The ASA said the image of the two beers clinking and the use of the term "ritual" were likely to be understood as a reference to the "commonplace nature" of socialising after a match, and that Heineken was featured in the context of that social event.

The watchdog therefore concluded that the ad was unlikely to be seen as irresponsible and was not in breach of the code.

No further action is necessary.

ASA Heineken Rugby World Cup

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