A Scottish bar has been told to pull its local advertising campaign after the Advertising Standards Association (ASA) upheld complaints against it.
The Toxic Bar, in the town of Rothesay on the Isle of Bute, ran a series of local press adverts which included the strapline, "Be cool...Why not get Intoxicated in the Toxic Bar...All parties catered for...Who needs an excuse for a get together?"
The Scottish Council on Alcohol and The Bute Council on Alcohol & Drugs both objected to the adverts on the grounds that they encouraged excessive drinking and were irresponsible.
The bar owners said they were trying to publicise their newly refurbished bar, not encourage people to drink to excess. They claimed that the bar never served people who had consumed excessive quantities of alcohol.
But in its adjudication, published last week, the ASA upheld the complaints and said it considered that the word "cool" and the expression "why not?" could encourage readers to drink excessively and irresponsibly.
It advised the bar not to use the adverts again.