Carling Belong ad escapes ban despite volley of complaints

LONDON - A Carling TV ad featuring a flock of starlings and the strapline 'Belong' has been cleared by the advertising watchdog, following complaints from the public and pressure groups that the ad implied alcohol contributed to peer group popularity.

The TV spot, created by Beattie McGuiness Bungay, shows two starlings and then a flock of starlings flying together in patterns across the sky in tandem with a track by the group Hard-Fi.

Alcohol Concern and three members of the public complained that the ad suggested drinking could lead to social success, while others said it implied drinking could overcome loneliness.

The Institute of Alcohol Studies and one member of the public complained that the ad could strongly appeal to under-18s, an offence prohibited by new rules for the advertising of alcohol on TV in 2005.

In its defence, Carling said it wished to evoke the themes of "togetherness and inclusive sociability", but those themes were not aimed at encouraging irresponsible drinking.

Carling told the Advertising Standards Authority "that the starlings came together because of their natural social instincts and not because of any external factor".

It added that the use of the word "Belong" was not presented as an instruction, instead it was offered "to associate Carling with the joy of participation in social activity".

The watchdog rejected all of the complaints. In its adjudication it said: "We concluded that the ad did not imply alcohol contributed to the popularity of an individual or the success of a social event."