Diageo argued that Madonnas appeal did not stretch to under-18s

Diageo argued that Madonna's appeal did not stretch to under-18s

Diageo has escaped a sanction from the UK's advertising authorites after a complaint over a TV ad featuring Madonna was rejected. 

The single complaint claimed the ad, promoting a Smirnoff competition to win VIP passes to see Madonna in concert, was "harmful and irresponsible" as it would appeal to under-18s. 

However, in its defence to the Advertising Standards Authority (ASA), Diageo argued Madonna did not have a "strong appeal" to under-18s as the 53-year-old's fan base consists of "music lovers from the 1980s and 1990s". 

The drinks group offered evidence showing that only 4.7% of 12- to 17-year-olds in the UK were Madonna fans. 

The ASA today (15 August) rejected the complaint, after agreeing that Madaonna was an artist who had "risen to fame in the 1980s" and that the ad had been "designed with Madonna's older fan base in mind".