NEWS: ASA backs Irn-Bru and Benetton ads

An Irn-Bru poster has won the support of the Advertising Standards Authority against charges that it is offensive and tasteless.

An Irn-Bru poster has won the support of the Advertising Standards

Authority against charges that it is offensive and tasteless.



Forty-six people complained to the ASA about the Leith Agency’s work

featuring a woman leaning over a man and kissing him, together with the

caption: ‘If I suck hard enough maybe I can get my Irn-Bru back.’



But the complaints were thrown out by the ASA, which described the ad as

‘nonsensical humour’.



But another drinks manufacturer, Taunton Cider, has been carpeted by the

authority for an ad which, the ASA claimed, condoned young drinkers

behaving in a socially irresponsible way.



The ruling follows the appearance of a poster produced by Grey for

Diamond White cider showing Polaroid-style pictures of people pushing

each other around in shopping trolleys at night. The poster carried the

line: ‘It was a diamond nite out.’



Warning the company about its future conduct, the ASA said the models

appeared to be behaving in an anti-social way and looked to be under 25

years old.



Richard Branson’s Virgin Cola company was censured for an ad that

appeared in the Sun when England played Spain during Euro 96.



The ad, produced by Rainey Kelly Campbell Roalfe, was headed, ‘Eres una

mierda aaaaargh! Trans: What a fine Spanish team you are!’. But the true

translation is: ‘You are shit.’



Virgin claimed the ad was in keeping with the spirit of the

championships and the Sun’s sports coverage, but the ASA ruled it was

unacceptable.



Benetton, the ASA’s long-time sparring partner, found itself in the

unusual position of winning backing for an ad showing a black horse

mounting a white mare.



The complaint about the ad followed its appearance in Time Out. The ASA

said that while the ad would have been unsuitable for posters or general

press, it was unlikely to offend in Time Out.



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