The Advertising Standards Authority (ASA) has thrown out a complaint against London brewer Fuller's.
The complaint related to a leaflet for a sales promotion for beer brand London Pride offering free merchandise to customers who collected stamps on a "passport" card from different Fuller's outlets. The stamps would be added to the passport when drinkers ordered a pint or a soft drink in any Fuller's pub.
Participants could acquire branded T-shirts and rugby shirts if they collected enough stamps.
A footnote warned: "Don't drink and drive. If you are the 'designated driver', your soft drink will still qualify you for a stamp in your Fuller's Passport. Have fun!"
The complainant claimed the front of the leaflet misleadingly implied merchandise could be won without the need to purchase drink and that the promotion would encourage excessive drinking.
But the ASA panel ruled that the leaflet made clear customers had to buy a pint or soft drink to qualify for a stamp and that because drinkers had a year to complete their passport they were under no pressure to drink irresponsibly.