Carlsberg has pulled an internet promotion campaign for its Tuborg beer brand in its home market.

The Danish brewer said today (17 April) that the promotion, run through Microsoft's Instant Messenger, was withdrawn following the realisation that it could be accessed by under 18 year olds in the country. To promote two additions to its Tuborg range, the company had tied-up with Microsoft to allow Messenger users to send small pictures of Tuborg beer bottles to their friends through the message system.

A mistake with Microsoft's programming of the idea, however, has led to the promotion being taken offline.

"Danish law states that alcohol advertising should not be accessible to 18 year olds," a Carlsberg Denmark spokesperson told just-drinks today. "Once we realised the technical mistake, we stopped it immediately."

The campaign had only been running for a week in the country, and had been used by around 2,000 people.

"It will not happen again," the spokesperson noted.