UK
04/12/2013 04:59 GMT | Updated 23/01/2014 18:58 GMT

Let There Be Beer Ad Banned For Linking Alcohol To Social Success

An advert for some of Britain's biggest beer brands has been banned for implying alcohol helps overcome nervousness and is linked to social success.

The Let There Be Beer campaign featured a man nervously meeting his girlfriend's father and a woman drowning in office work before they reached for a glass of beer.

The Coalition of UK Brewers, made up of ABInBev, Carlsberg UK, Heineken UK, Miller Brands UK and Molson Coors Brewing Company, said the ad aimed to "celebrate the role that beer can play in life, but in a light-hearted, amusing way".

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However, the Alcohol Concern Youth Alcohol Advertising Council complained that the ad implied that alcohol could contribute to an individual's popularity or confidence, and portrayed it as indispensable and having therapeutic qualities.

The Advertising Standards Authority ruled that the ad must not be broadcast again in its current form.

The ASA said: "In the storyline featuring the young man and his girlfriend's father, we noted that until the beers were produced by the daughter character, the young man's behaviour had been nervous, awkward and uncomfortable.

"Once the beers were produced, his behaviour changed considerably and he appeared calm and confident, seeming to tell jokes and laugh hysterically with the man he had previously been visibly nervous of.

"We disagreed with the Coalition of UK Brewers' comment that a period of time had clearly elapsed in between the young woman leaving to get ready and returning with the beers and that this contributed to the men's growing ease with each other. We considered that the implication was that the beer was responsible for the change of mood and behaviour."