ASA rejects complaints against ad for Stella 4%

stellaThe Advertising Standards Authority (ASA) has cleared a television campaign for Stella Artois 4% after complaints from an alcohol abuse charity that the ad linked alcohol with seduction and daring behaviour.

The ad, created by Mother, is set in the French Riviera in the Sixties and shows a young man rubbing sun cream into a woman’s shoulders as she lies by the pool. The man makes a slick getaway despite falling backwards over a balcony after being caught by the woman’s husband while the voiceover states “triple filtered with a smooth outcome”.

Alcohol Concern says that the ad linked alcohol with sexual success and seduction as well as daring and/or aggressive behaviour.

However, the watchdog says though the young man’s behaviour could be considered flirtatious most viewers are unlikely to consider his behaviour sexual or seductive.

It adds the “spoof nature” of the ad meant viewers are unlikely to see the young man’s behaviour as daring or aggressive and that there is no suggestion that he had been drinking prior to his fall.

Meanwhile, a television ad for the DVD “Wanted”, which stars Angelina Jolie, has been banned by the watchdog because it glamorised the use of guns and was inappropriately scheduled to run on Sunday mornings when children were likely to be watching.

The ASA says the ad’s ex-kids restriction is insufficient as the “inappropriate” spot means it could still be seen by older children.

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