Anheuser-Busch InBev has successfully defended its Stella Artois advert campaign in the UK, following an official complaint to the country's advertising watchdog.

Campaign group Alcohol Concern complained to the Advertising Standards Authority (ASA) that the Stella advert breaches the rules by linking alcohol with sexual success, as well as "daring" behaviour.

The ad, set on the French Riviera, features a young man rubbing sun tan cream onto the shoulders of a woman beside a pool. When the woman's husband arrives, looking angry, the young man loses his balance and falls over the balcony edge. Falling through washing lines, he lands on the street dressed in a suit, catching the eye of four women outside a cafe.

The man then enters the cafe and orders a Stella 4% abv. The angry husband soon arrives at the door, but appears placated after seeing the young man with a Stella in hand and also wearing a pair of red stilettos. "Triple filtered with a smooth outcome," says a voiceover at the end of the ad.

In its ruling, the ASA said there was no suggestion that the young man's success with the woman was linked to drinking Stella.

It added that there was no suggestion of the man being drunk when he fell from the balcony.

InBev UK, in its defence, said that the ad was "intended to be an amusing tale of chance encounter and misplaced jealousy set on the French Riviera".

The ad, it said, "copied the style of 1960s French cinema in which actors adopted a more exaggerated and dramatic acting style using facial expressions and gestures".