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The Food Commission objected to the campaign, which appeared in a four-page insert in The Grocer, saying its claims could not be justified.

The ads, which have now been banned by the ASA, claimed research showed that moderate consumption of beer slowed down the deposition of fat on artery walls, thus protecting consumers against heart disease.

The ads also claimed that beer's low sodium content reduced blood pressure and provided an excellent source of Vitamin B and certain minerals.

It also rubbished the idea that beer contributed to men growing beer bellies. One ad, headlined 'The myth of the beer belly', claimed that scientists believe late-night kebabs and curries are really to blame for the problem. Tables in the ads also compared beer favourably with milk, eggs, tuna, coffee and oranges, in terms of fat and cholesterol content; and wine and spirits, in terms of calories.

The ASA ruled that the claims were medicinal, and that it was illegal for a manufacturer to make such claims about food and drink.

It also said the ads had promoted the therapeutic qualities of alcohol, which was a breach of the ASA's Code.

Separately, the BBC has been censured by the ASA for running a poster campaign promoting what it described as its 'new' digital TV channels, which have actually been on air for many months. The BBC was told not to repeat the ads.