DISCUS has put the ad under review

DISCUS has put the ad under review

The Distilled Spirits Council of the United States (DISCUS) has said it looking into a controversial advert for Bacardi brand Dewar's that was pulled after complaints it was sexist.

Bacardi on Tuesday removed the online advert, which featured a character called 'The Baron' that steps in to ward off the unwanted attentions of an overweight women. Bacardi issued a statement that said: “We understand our promotions may not always appeal to everyone.”

However, DISCUS, which represents US spirits producers, told just-drinks today (16 December) that the ad is now under review by its code review board after receiving a complaint. It is unclear how many complaints DISCUS has received, however, an online petition against the ad launched last week attracted 52 signatures.

The code review board oversees the DISCUS self-regulatory code of responsible practices. One of the code's guidelines states that alcohol advertising “should not degrade the image, form, or status of women”.