Ad description

A TV ad, for Brothers cider, was viewed on Channel Four on 11 July 2011.

The ad was cleared by Clearcast with an 18 scheduling restriction.


The complainant, who saw the ad during Embarrassing Bodies: Teen Special, challenged whether the ad was inappropriately scheduled, because it was shown during a programme targeted at an audience below the age of 18.


Channel Four Television Corporation said the programme was intended to reach a broad adult audience, particularly parents of teenagers. They said that, based on ratings from previous shows, they believed it would not have particular appeal to teenagers themselves and that was supported by the ratings for the current series. They had, however, received a complaint from a viewer and it was therefore decided that the ad would be rescheduled, to appear during an alternative programme, for the remainder of the series if there was an opportunity to do so.

Brothers Drinks Co Ltd said the ad appeared only once during Embarrassing Bodies: Teen Special. They said it had been scheduled to also appear during the show the following week but it had decided that it would be moved elsewhere.


Not upheld

The ASA noted the ad was for an alcoholic drink that contained more than 1.2% alcohol by volume and therefore should not be broadcast in or adjacent to programmes commissioned for, principally directed at or likely to appeal particularly to audiences below the age of 18. We also noted however the audience index for the episode of Embarrassing Bodies: Teen Special in which the ad appeared indicated that the programme was not of particular appeal to under 18-year-olds. We therefore concluded that, in this particular instance, the ad had been appropriately scheduled.

We investigated the ad under BCAP Code rule  32.2.1 32.2.1 alcoholic drinks containing 1.2% alcohol or more by volume (see rule 32.4.7)  (Scheduling of television and radio advertisements) but did not find it in breach.


No further action necessary.



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