UK: ASA clears Irn Bru ad after "sexist" claims

By | 10 July 2013

AG Barr has avoided action from the UK's Advertising Standards Authority (ASA) after an Irn Bru ad attracted 176 complaints. 

The TV spot featured the mother of a teenage son provoking embarassment by referring to her new "push-up bra" in front of his friends. The son is seen drinking Irn Bru in order to "get through" the sitiuation.

Most complaints suggested the ad was offensive and irresponsible, while some said it was sexist and demeaning to women, the ASA said. 

However, in its ruling the authority said that the ad was unlikely "to cause serious or widespread offence", even though some had found it "distasteful".

AG Barr, which is still hoping to agree a merger with Britvic after the deal was cleared this week, was forced to defend another Irn Bru ad in April over accusations it was "anti-English"

Expert analysis

Barr (AG) Plc in Soft Drinks (United Kingdom)

Barr (AG) Plc is focused on joining forces with Britvic Soft Drinks Ltd to become a joint partner company in what is expected to be the largest European soft drinks company. The formulation of the merger has been stopped by the Competition Commission in order to review the potential effects of such a union. Nevertheless, the company will, in any scenario, focus on its key brands, with increased investment on its core brand, distribution and operational expansion in 2013.

Sectors: Marketing – advertising & promotions, Soft drinks

Companies: AG Barr, Britvic

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UK: ASA clears Irn Bru ad after "sexist" claims

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