Watchdog rules in favour of Estrella

A cinema ad for Estrella Damm beer has been given the all clear from the Advertising Standards Authority following complaints that it linked alcohol to sexual success.

The ad for the beer, which is distributed and marketed by Wells & Young’s, showed a man getting off a boat at an island, meeting two women and the three travelling around together.

Text on the screen next to a bottle of Estrella said: “Good times never end if there’s something to remind you of them.”?The ASA said alcohol was not used in the ad as a “seductive instrument”.

“We considered that viewers would interpret the message of the ad in terms of an association of the Estrella brand with a pleasant and memorable holiday atmosphere,” it said.

“We therefore concluded that the ad was not irresponsible.”