The Spirits Marque One vodka brand ad, which ran in restaurant guide Square Meal, had the taglines "Adult Entertainment" and "Dirty Martini" and showed the man fully dressed and the woman wearing only underwear as she holds a martini. A second woman wearing a short skirt and shot from the waist down is standing behind the couple.
Ads for Svedka in the US have also drawn complaints, with one showing vodka being poured between a woman's breasts.
Spirits Marque One argued that the ad was intended for a highly targeted adult audience in a publication aimed at the spirits and liquor sector.
Square Meal magazine backed up the campaign saying that it believed it did not imply a link between alcohol and sexual success and had no complaints from readers.
The Advertising Standards Authority considered that the ad linked sexual success with alcohol and therefore breached the code of practice and told the advertiser not to use this method of advertising in the future.
A second complaint pertaining to offence was cleared because the ASA said it did not consider that the ad was unlikely to be seen by children and would therefore not cause widespread offence to readers.
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