Newcastle Brown Ale’s ‘Brown humour’ ads await ASA ruling

Newcastle Brown Ale’s “Brown humour” press and poster campaign has triggered a flurry of complaints to the Advertising Standards Authority (ASA) on the grounds of indecency and inappropriateness.

The TBWA/London- created campaign, which uses the tagline “Brown humour. Not to everyone’s taste”, broke last month. The ASA has yet to adjudicate on the ads that use slogans such as “You can’t flog a dead horse. Unless you sell it for glue.” The ASA has received more than 30 complaints about the ad.

v An investigation into complaints against Andrex Moistened toilet wipes has found in Kimberly-Clark’s favour. The ASA has rejected claims the ads were demeaning to men and women, and offensive. Three press ads showed a close-up of a man or woman with the slogan “Could you be cleaner?” written on their underwear.

Andrex has argued it had not meant to offend or titillate, and had created executions that featured men and women so as not to be sexist. It wanted to use images relevant to a product designed “to remove detritus left behind” after wiping with dry toilet paper. The slogan was deliberately posed as a question and not intended to imply poor personal hygiene.

The ASA believed the ads depicted a “sensitive product in a non-gratuitous way” and concluded they were unlikely to cause serious or widespread offence or to demean either sex.

Latest from Marketing Week

NOT REGISTERED? IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now

THE BEST CONTENT

Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

If you are looking for our Jobs site, please click here