Beer advert banned

[Kahnee]

The makers of Bishop's Finger Ale were criticised today for an advert showing a woman in a suggestive pose, because it played on links between drinking and sexual activity.

The advert, in Time Out magazine, featured a picture of a woman in a low-cut mediaeval costume sitting provocatively on a bale of hay.

Next to her ran the headline: "I love a good session on the Bishop's Finger".

The Advertising Standards Agency said the text played on the connotations of drinking and sexual activity. Considering the woman's pose was suggestive, the watchdog concluded that in combination with the headline, the ad was likely to be seen as linking alcohol with seduction and sexual activity.

Makers Shepherd Neame were told in future, to adopt an approach that did not link alcohol with sexual activity and seduction.

However, the ASA did not uphold a complaint that the headline encouraged excessive drinking, that it played on the product's brand name and the tone was lighthearted.

Complaints that the image and text were offensive to women and that another line of text "at 5.4% it's near the knuckle" implied the drink was preferred because of its high alcohol content, were not upheld.

Shepherd Neame said they believed the photo and text were "playful references" and did not link alcohol with seduction or sexual activity, or encourage excessive drinking.

A Shepherd Neame spokesperson said today the ale's advertising campaign was designed to amuse, not offend.

"The campaign is born out of Shepherd Neame's Kentish heritage and evokes the spirit of Chaucer's Canterbury Tales. The beer takes its name from finger-shaped signposts, which guided pilgrims on their way to Canterbury.

"These adverts were tested with a sample group of men and women of all ages. They felt the adverts were consistently amusing and enjoyable. There was even a level of expectation for a risque campaign, given the brand name, Bishops Finger.

"Shepherd Neame has a reputation for humorous, award winning campaigns. We believe the Bishops Finger campaign upholds that tradition."

He added there were no plans to repeat the strapline.

[DanielS]

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[Stevie H]

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[Buzz]

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[Tosh]

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[Kahnee]

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