Bargain Booze cleared over student ad

16 February, 2011

Bargain Booze has been cleared by the Advertising Standards Authority of promoting irresponsible drinking with an ad targeting students.

The advertising regulator received a complaint over a phone box poster which proclaimed “we love students” and offered a comepetition prize of a year’s supply of drink.

The ad was challenged on the grounds that the word ”students” could include school and under-age college students as well as those at university.

Bargain Booze argued that the freshers’ week campaign was placed mainly near university campuses, and that care had been taken not to choose sites in proximity to institutions attended by under-18s.

The ASA accepted Bargain Booze’s argument and also decided that it was reasonable to offer a year’s supply of drink supplied in weekly batches – where the daily supply was less than the recommended safe drinking guidelines – after taking advice from Drinkaware.

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