Carling ads cleared by ASA
Carling's two "You know who your mates are" TV ads have been cleared by the Advertising Standards Authority (ASA).
The ASA received three complaints against the TV ads and against a poster for the campaign.
The first TV ad shows a group of male astronauts turned away from a giant entity of light in space because one of the group is wearing trainers. The others decide to leave with their friend.
The second ad shows a group of explorers in the Arctic deciding to venture out as it is one of the group's birthdays.
They both end with the line: "You know who your mates are."
Three viewers complained that the TV ads implied alcohol was integral to successful socialising and belonging to a social group while the ASA challenged whether the ads linked alcohol to brave people and daring situations.
The ASA ruled that the ads did not breach its rules as none of the characters were seen drinking alcohol and that Carling was associating itself with "collective conviviality" and not the social success of a situation dependent on alcohol.
The news will come as a relief to Carling brewer Coors, which yesterday announced the launch of a new £14m television ad campaign continuing its "Mates" theme.
The new ad features the same five characters as previously and again highlights the loyalty of a group of close mates.
The latest ad, "Rescue", sees the group rescue one of their friends from the dullest tea party.
