ASA rebukes Michelob Ultra over health claim

Anheuser-Busch beer Michelob Ultra has been censured by the Advertising Standards Authority (ASA) for implying in its poster ads that the low-carb beer can be consumed as part of a healthy lifestyle. The brewer has decided to withdraw the ad.

The poster campaign, created by DDB London, features two joggers next to a bottle of Michelob Ultra and the strapline “Lose the carbs. Not the taste”. The ASA has ruled that the ad is irresponsible because it implies that drinking the beer could help to maintain a healthy lifestyle.

The ASA has also upheld complaints against a poster campaign for Beverage Brands-owned WKD vodka alcopop, which implies that the drink can enhance sexual capabilities. The poster shows the exit to a car park with an attendant standing in front of the exit barrier that is being lowered after a car’s exit. The attendant is positioned in front of the barrier in a way that it seems to extend from his groin. The campaign was created by Big Communications.

EMAP’s teen title Bliss has also been rapped by the ASA after rival National Magazine Company challenged the claimed retail value of the covermount gifts on the magazine. The ASA has ruled that the free gifts are not available to buy at retail and that EMAP should not repeat the approach.

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