UK: Wells & Youngs ‘Courage’ advert banned

By just-drinks.com editorial team | 15 April 2009

Wells & Youngs Brewing Company has had one of its adverts banned in the UK for suggesting that its beer could "increase confidence".

The poster advert for Courage beer showed a nervous man watching a woman model in a figure-hugging dress with the slogan 'Take Courage my friend'.

Three people complained to the Advertising Standards Authority (ASA) that the poster implied the beer would give the man confidence to either make negative comments about the woman's appearance or to take advantage of her.

The advertising watchdog ruled today (15 April) that the advert implied that the beer would give the man enough confidence to tell the woman that the dress was unflattering.

In response, Wells & Youngs said the Courage brand was known as an "easy going every day beer, for easy going every day people" and its heritage was about celebrating and enjoying times with friends in the local community pub.

The brewer said the advert echoed previous campaigns and was a "call to action" to choose Courage over other beers. It said the company had taken "a number of steps", including legal advice, to ensure there was no breach of the code and no reference to bravery in the poster.

The ASA upheld the complaint and said that the poster must not appear again in its current form.

Sectors: Beer & cider