ASA gives finger to Shepherd Neame

Brewer Shepherd Neame has had its knuckles rapped for a Bishop's Finger Kentish Ale advertisement which was judged likely to link alcohol with seduction and sexual activity.

But the Advertising Standards Authority (ASA) has only partly upheld complaints following its publication Time Out magazine.

The advert featured a woman wearing a low-cut mediaeval costume sitting on a bale of hay alongside the text: "I love a good session on the Bishops Finger."​

The ASA rejected complaints that the ad was likely to cause offence and considered the tone was light-hearted and did not encourage readers to drink excessively.

Near the knuckle​It also rejected complaints that the ale's 5.4% abv - described as "near the knuckle" - should be preferred because of its high alcoholic content.

But the authority did consider that the reference to a "good session on the Bishops Finger" was suggestive and, in conjunction with the headline, linked alcohol with sex.

Shepherd Neame said the ad was a "playful reference" to the product's name but did not plan to use it again.