The ad, created by Abbott Mead Vickers BBDO, features a photograph of a muscular man lifting a dumbell, with the word "SAD!" stamped cross the picture.
In a corner was a pack shot of the product with the words: "Go out, have fun, be alright".
Complainants, who believed the product was to relieve hangover symptoms, felt that the poster was socially irresponsible because it implied that people should not pursue a healthy lifestyle and encouraged unsafe behaviour such as excessive drinking.
The authority agreed with the complainants and ruled that the poster's message encouraged people to drink excessively and was, therefore, irresponsible.
Although the advertiser said that it didn鈥檛 feel the poster encouraged people to choose a tablet as a replacement for a healthy lifestyle, the ad watchdog upheld the complaint and told Bayer not to use the ad again.
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