Watch: Smirnoff's banned ad campaign

The video campaign (see below) showed a person entering an unfriendly looking bar, which tilted into a fun-looking room with music and dancing once a drink had been ordered.

According to the watchdog: “ The ad’s presentation implied that before the visor asked for an alcohol drink, the bar was cold and uninviting and that once his drink had been ordered, the bar changed and became fun. We considered the contrast between the two implied that it was the presence of alcohol that was pivotal to the bar’s transformation.”

There are stringent rules in place around advertising alcohol across TV and radio, which state that the ads can’t be aimed at those under 18 or programmes aimed mainly at those under age, and can’t link alcohol with ‘irresponsible behaviour, social success or sexual attractiveness.’

MTV fell foul of the regulations earlier this month after repeatedly showing alcohol ads in a broadcast of reality TV show Geordie Shore, which was deemed as appealing to an under-age audience.

Julie Bramham, marketing director, Smirnoff, said: “We are deeply disappointed by the ASA’s conclusion and will be appealing the decision. We believe the advert clearly showed two scenarios that were separated by a physical change of the bar symbolising the “filtering” of unnecessary pretentiousness, and not by the presence of alcohol. Pre-approval was granted by Clearcast and we will await the decision of the ASA’s appeal process.”