Bud ads 'not harmful'

InBev UK deflects lone complaint

ASA clears Budweiser campaign

InBev UK has successfully deflected claims that a Budweiser ad campaign promoted harmful drinking.

The national press ad (left) featured a city skyline illuminated by the large neon words, “Good Times They’re Out There” and a small Budweiser logo in the corner of the image.

One complainant claimed the ad suggested that Bud was essential to having a good time, while UK watchdog the Advertising Standards Authority (ASA) challenged it implied alcohol was responsible for the success of a social event.

InBev rejected the charges, arguing that the ad conveyed a positive message, reflecting “the can-do spirit and sense of opportunity” associated with the Budweiser brand.

The brewer pointed out the ad contained no images of the product or people drinking and added that it “promoted sociability but didn’t imply that drinking Budweiser was a reason for the success of a social event.”

The ASA’s complaints panel upheld the brewer’s defence and dismissed both charges against the ads, which were devised by the agency Fallon London.