UK: InBev UK ticked off for Artois 'family' inference
InBev has been reprimanded in the UK for inferring that its Artois range of beers is family-owned.
The Advertising Standards Authority ruled today (19 September) that a national press wraparound, which stated: "A family dedicated to brewing for six centuries", suggested that "one family of common ancestry had been involved in the brewing of Stella Artois for six centuries".
InBev UK asserted, however, that the brewing tradition of Artois, and the Artois family of beers, were the result of a heritage of brewing that had been in existence for over 600 years. The intention of the advert had been "to emphasise the continuity of tradition and care found in the Artois family of beers", InBev said.
The authority upheld a complaint over the statement, saying that the claim "One Family, Three Beers, Six Centuries" was still problematic.
InBev has been instructed to remove the claim "a family dedicated to brewing for six centuries", and not to imply in future ads that one family of common ancestry had been involved in the brewing of Artois beers for six centuries.
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