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[stupid] Courage Beer poster banned by the advert censor

PostPosted: Fri Apr 17, 2009 9:37 pm
by smeggypants
[stupid] Courage Beer poster banned by the advert censor


Um...isn't bringing confidence one of the important things that beer actually does for people.

16th April 2009. Based on article from

A poster, for Courage beer, showed a nervous looking man sitting on a sofa with a can and glass of beer beside him. A woman was standing with her back to him wearing a figure-hugging dress that had its sales label still attached. Text, in a speech bubble coming from a large pint of beer, stated TAKE COURAGE MY FRIEND.

Three members of the public believed the poster implied that the beer would give the man confidence to either make negative comments on the woman's appearance or take advantage of her.

ASA Assessment: Upheld

The ASA noted Wells & Youngs Brewing Company comments that the text TAKE COURAGE MY FRIEND was a call to action to buy Courage over other beers and also that it used the brand name in a manner that was evocative of earlier campaigns. However, we considered that the combination of the text and the image of the man with an open beer can and half empty glass of beer was likely to be understood by consumers to carry the clear implication that the beer would give the man enough confidence to tell the woman that the dress was unflattering.

We did not consider that consumers generally would believe that the poster suggested that the man would be unnecessarily negative or take advantage of the woman, but would simply tell the truth. Although we understood the humorous intention of the scenario, we concluded that the poster breached the Code by suggesting that the beer could increase confidence.

Comment: Dutch Courage

17th April 2009. See letters from

letter writingThe same point about courage is made in a letter to the Guardian today:

Who are these people who persuaded the Advertising Standards Authority to rule that beer does not increase courage?

I hope that Courage Brewers have the conviction to stand up to such an absurd denial of the facts. Alcohol reduces both fear and inhibitions. Dutch or otherwise, courage is courage.

Dr Allan Dodds
Consultant neuropsychologist, Nottingham

[stupid] Courage Beer poster banned by the advert censor

PostPosted: Fri Apr 17, 2009 9:51 pm
by smeggypants
I think she's got a great arse btw :)