ASA clears Estrella ad29th August, 2014 by Simon Howland
The Advertising Standards Authority has absolved a television advertisement for Estrella beer.
Following a challenge from the Youth Alcohol Advertising Council into an advertisement for the Spanish beer brand UK brewers Wells and Youngs Brewing Company have been cleared of breaching advertising standards by the ASA.
The YAAC claimed the ad was irresponsible because it encouraged irresponsible and immoderate drinking and it linked alcohol to seduction, sexual activity and sexual success.
The ad showed a group enjoying a day and night in a villa enjoying various activities such as cooking and dancing whilst drinking Estrella.
Wells and Youngs refuted the claims and stated the ad was not aimed at a youth audience.
They said the amount of alcohol shown was not excessive and the ad clearly established the group as friends and did not portray them in a sexual or suggestive way.
The ASA agreed and none of the challenges were upheld.