Offensive' ad puts Ruddles in hot seat

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Related tags: Union pub company, Advertising, Greene king

Suffolk brewer Greene King has been ordered to withdraw two Ruddles adverts featuring a double-barrelled shotgun after they were deemed to be...

Suffolk brewer Greene King has been ordered to withdraw two Ruddles adverts featuring a double-barrelled shotgun after they were deemed to be "offensive".

The Advertising Standards Authority (ASA) received 51 complaints from members of the public as well as from Wolves' tenanted arm, the Union Pub Company, the British Association for Shooting and Conservation, the Gun Trade Association and the Metropolitan Black Police Association.

The first advert featured a photo of a double-barrelled shotgun pointing at the reader with the text: "Excuse me, I believe that's my seat." Text in the bottom corner under a pint of Ruddles stated: "Serious Country Flavour".

The Union Pub Company claimed this advert was offensive to licensees.

Defending the campaign, Greene King said the adverts were designed to be "humorous" and that the gun "merely dramatised the uncompromising element of the situation, which was fictional and exaggerated".

Although the ASA noted the tone of the advert was humor-ous, it could be seen as "threatening" and was "likely to cause serious or widespread offence".

It told Greene King not to repeat the advert or the approach.

Related topics: Beer, Soft & Hot Drinks

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