The press ad, created by Cheetham Bell JWT, showed a man's naked shoulder and upper back. The Red Square logo had been scratched on his skin. The Advertising Standards Authority received a complaint that the ad condoned violence, but also examined it for a breach of its rules on relating alcohol to sexual success.
The advertisers, Halewood International, admitted that the ad showed a "light injury" forming the logo, but said that there was no suggestion how it had occurred. They argued that it was a "stylish dramatic" image and that no one benefited from causing or receiving the injury. The ASA code states that "advertisements should contain nothing that condones or is likely to provoke violence or anti-social behaviour".
However, the ASA said that most people would think that the scratches were a result of violence and, therefore, condoned violence.
It also ruled, although there was no public complaint, the scratches shown in the ad linked Red Square with sexual success. This breaches the ASA's code on alcohol advertising, in particular the section which states: "Advertisements should not suggest that any alcoholic drink can enhance mental, physical or sexual capabilities, popularity, attractiveness, masculinity, femininity or sporting achievements".
The ASA told Halewood not to repeat the ads.
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