The 15-second video depicts Charman, holding three bottles of Hooch, walking alongside a hotel swimming pool. When he spots his friends on the other side of the pool, he jumps onto an inflatable in the pool, propelling himself across the water at rapid speed, coming to a step next to the group.
One person complained that the ad showed Charman behaving in a juvenile manner, and that since they believed he was a Vine star popular with young people, they suggested the ad breached the CAP Code.
Global Brands said that Charman was known for videos that showed him performing impressive feats of skill that most people would find very difficult, but that these did not constitute juvenile or reckless behaviour.
In reality, said Charman and Global, it was obvious to his fan base that the skills on display were faked using special effects. Charman said his audience understood that the videos were intended to entertain, not to promote juvenile behaviour.
But the ASA said that carrying out a stunt using a swimming pool inflatable was behaviour likely to be regarded as juvenile, and therefore likely to appeal to under-18s. It ruled that the ad breached the Code and ordered that it not appear again in its current form.