ASA slams Shark drink for promoting violence

Shark, a new energy drink to be launched in March as a Rival to Red Bull, has been asked by the Advertising Standards Authority (ASA) to remove four posters, following complaints that they were sexually explicit and could be seen to condone violence.

The posters, created by Tequila, use the strapline “Bring out the beast” and show people with love bites and scratches. This is the second time that a Shark campaign has courted controversy. At the time of the drink’s launch, London Underground objected to the campaign because of fears that the images would be seen as portraying domestic violence.

The ASA has also censured Jaguar Cars for a misleading press ad, which stated “X-type 2 litre V6 from &£19,995 on the road” with an illustration of the car that did not match the price quoted in the headline. The ad is being withdrawn.

Direct Holidays’ two complaints against rival Thomson Holidays’ press and brochure ad which says: “The UK’s number one direct holiday company” and “We take more people on holiday than any other direct tour operator” have been upheld by the ASA.

Direct Holidays also objected to the claim: “with Price Check you can be assured we can beat the latest adult brochure prices compared to Direct Holidays guaranteed.” The complaint has not been upheld.

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