Molson Coors has escaped sanction from the UK's Advertising Standards Authority (ASA) after a complaint over a television advert for the Carling Cider brand and its origins.

The ad, set at a British summer fete, features a man bungee jumping from a crane to participate in an apple-bobbing competition. A voiceover at the end says: “New Carling British cider. Refreshingly perfect”. 

However, a single complainant claimed that the term “Carling British cider” was “misleading” as they believed the drink was not made from British apples, the ASA said today (18 December). The authority said it also investigated whether the ad linked alcohol with “daring behaviour”.

Molson Coors argued that the 'British' cider claim was not misleading. The company said that, while the product, launched in the UK this year, “did not need to contain any British apples to be deemed 'British'”, it confirmed that it did contain “some” British apples, although the amount “varied between batches”.

The brewer also said that it worked closely with advert compliance group Clearcast to ensure the ad did not link alcohol to daring behaviour and made changes following suggestions from the trade body.

The ASA rejected both of the complainant's concerns. “While the ad featured a typical British summer fete, we considered it did not create the impression that only British apples were used to make Carling British Cider,” the authority said. It also said the bungee jumps scene was “comical and fantastical and there was no link between alcohol and daring behaviour”.

To read the ruling, click here.

Expert analysis

United Kingdom Cider Market Insights 2013

United Kingdom Cider Market Insights 2013

Comprising of textual analysis and data tables, this in-depth and exclusive country report from Canadean provides a comprehensive view of the cider industry structure including analysis and profiles more