Heineken advert banned for condoning illegal drinking
By Laurence Gibbons
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Heinenken found itself in hot water with the ASA, in July, after the regulator ruled its ‘Road to the Final’ TV ad condoned illegal drinking.
The advert followed one man’s journey from a remote island to the Champions League Final at Wembley.
After a series of encounters, the man finally arrived at Wembley Stadium in a Chinook helicopter and sat next to a woman before they removed two beer bottles and clinked them together.
The advert “could give the impression to viewers” that taking glass bottles of alcohol into football stadiums and drinking them within sight of the pitch was acceptable, the ASA ruled.
“We therefore concluded that the ad was socially irresponsible, because it condoned or encouraged behaviour that was either illegal or not permitted,” the ASA stated. “The ad must not be broadcast again in its current form.”