13 January, 2006

UK: Young’s Brewery under criticism because of its “This is a Ram’s World” advertising campaign

Young’s Brewery has troubles because of its “This is a Ram’s World” advertising campaign. The Advertising Standards Authority (ASA) has upheld a complaint from a member of the public that two poster adverts, both featuring a man dressed in a suit with a ram’s head, implied a connection between drinking and social and sexual success, The Publican announced on January 12. .

As a result, the London brewer has been told to withdraw them both. A spokesman for Young’s said the brewer was happy to co-operate with the ASA. “We intend to toe the line with the ASA as we always have done,” he said.

“The ASA approved the adverts before we originally launched them in 2004, but this was before it tightened up the rules on non-broadcast advertising. We feel the adverts were light-hearted. It’s a pity that not everyone shared our sense of humour.”

The ASA insists Young’s has had more than enough time to withdraw the adverts as a three-month grace period was granted to all companies following the announcement of its new rules for non-broadcast advertising on June 9 2005.

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