ASA bans Magners ice breaker TV ads

The Advertising Standards Authority has banned a television advertisement for Magners cider because it suggests that alcohol boosts confidence and can lead to successful social situations.

The watchdog says the ad, which shows people chatting in a pub and states the cider is the “perfect ice breaker” which ensures “the conversation flows”, carries the implication that Magners could help start and maintain conversation in a social setting.

Magners argues that it is natural to see conversation between friends in a social setting in most ads for alcohol brands, just as it is between people in any bar in real life. It adds that the ads do not include any sexual innuendo or any alcohol-induced change in behaviour.

The cider brand says the “perfect ice breaker” line is a play on words,  referring to the draught variant of Magners having no ice, unlike the regular pint serving.

The ASA says the ad, created by Young Euro RSCG, must not be broadcast again in its current form.

Meanwhile, the watchdog has banned a poster campaign for sports betting service because it presents gambling as an alternative investment to bank savings.

The watchdog says the ad, which suggests a return of 13.56% on investment, is misleading and irresponsible, as the claim can not be proven because the site’s owner, Sohi Capital Partners, did not respond to its enquiries.

Latest from Marketing Week


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


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.


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.


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 3703 or email

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