A television advert for Coors Light lager should not have been aired because its "juvenile" nature may have appealed to children, the UK advertising watchdog has ruled.

The advert, which included a reggae song about Coors Light, a fake moose and a pillow fight, breached the broadcast advertising code, the Advertising Standards Authority (ASA) said today (15 October).

A Coors Brewers spokesperson told just-drinks that the brewer was disappointed with the ruling, but that it had stopped using the advert on 5 June, prior to the ASA challenge.
 
The ASA's announcement comes amid a growing debate on alcoholic drinks promotions and advertising in the UK, as the government devises its strategy to tackle alcohol-related harm.

The ASA said of the Coors advert: "We considered that the humour in the ad, particularly the exaggerated dance moves, the bear impression, fake moose, plastic keyboard and the woman hitting the men with a pillow, was juvenile and used themes that were likely to appeal strongly to adolescents."

A public complaint that the advert conveyed a racist and offensive message was rejected.

The Coors advert already carried a restriction stating that it could not be shown during or adjacent to children's programmes, or programmes likely to appeal to an under-18 audience.

Coors said today: "The Coors Light 'Hear Me Now' ad was designed to appeal to 18-34 year olds, and we retain the view that the advertisement did not resonate, in any form, with a younger audience.

"However, we respect the decision of ASA and have advised them that we have no intention to show the ad again."