Strongbow ad banned for suggesting 'alcohol more important than relationships'

The advertising watchdog has banned a Strongbow ad for implying that alcohol is more important that personal relationships.

The cider brand, part of the Heinekin group, screened the ad on its YouTube channel.

It involved a fake awards ceremony in which cider drinker "Carl" won an award for "best Strongbow as my other half" and featured a picture of him holding a can of Strongbow in front of his face.

A message read out on Carl's behalf said: "I dedicate this award to my family, to all the lovely creatures out there, and to my other half. I love you. I've loved you since the first day I met ya. And I always will do. My dear Strongbow."

It sparked a complaint from the Youth Alcohol Advertising Council (YAAC), which had the backing of Alcohol Concern, over the perceived message that alcohol was a vital part of life.

Heineken maintained that the advert was an obvious spoof and that it could not be reasonably inferred that alcohol consumption took priority in life or was indispensable.

It did remove the series of ads from YouTube, however.

The Advertising Standards Authority (ASA) said the ad implied that Strongbow was as important to Carl as a significant romantic relationship with another person.

It went on: "For those reasons, we considered the ad implied that alcohol was as important as, if not more important than, personal relationships and therefore was portrayed as being indispensable and taking priority in life.