ASA Adjudication on Asda Group plc

Ad

A TV ad, for Asda, featured two men filling a car boot with cases of beer and cider. One of the men tried to shut the boot, but it was too full. Voice-over stated "there's more beer for less at Asda". On-screen text stated "Any 2 £18 Any 3 £24". The screen changed to show the "Asda Price" logo and voice-over stated "more for you for less". On-screen text in the top left corner featured the "D-RINKAWARE.CO.UK" logo.

Issue

Alcohol Focus Scotland and two members of the public complained that the ad encouraged immoderate drinking.

BCAP TV Code

Response

Asda said the full boot was intended to emphasise the range and number of products available in the offer.  They thought the ad made clear the men were stocking up for a party and pointed out that the men were not shown consuming the alcohol themselves.

The Broadcast Advertising Clearance Centre (BACC) considered that the ad presented a story about people stocking up for the Christmas party season.  They considered the ad was consistent with CAP guidance on alcohol ads and argued that it did not feature or imply immoderate consumption.

Assessment

Not upheld

The ASA noted that the ad did not feature immoderate consumption.  We considered viewers were likely to understand that the men featured were stocking up to take advantage of a price promotion and that they did not intend to consume all the beer at once.  As the ad did not show, imply or encourage immoderate drinking, we did not object.

We investigated the ad under CAP (Broadcast) TV Advertising Standards Code rule 11.8.1(g), but did not find it in breach.

Action

No further action required.

Adjudication of the ASA Council (Broadcast)