ASA bans Axe the Beer Tax ad

By Gemma McKenna

- Last updated on GMT

Related tags: Pint glass

ASA: ad is misleading
ASA: ad is misleading
The Advertising Standards Authority has banned an Axe the Beer Tax ad, calling it inaccurate and misleading, as it underplays the amount of tax paid...

The Advertising Standards Authority has banned an Axe the Beer Tax ad, calling it inaccurate and misleading, as it underplays the amount of tax paid on a pint.

The British Beer & Pub Association's ad, which claimed, "the Chancellor takes 33% of a pint of beer", appeared in the Campaign for Real Ale's What's Brewing magazine in April.

The ASA received one complaint from a Camra member, who said the ad was misleading.

An ASA statement upheld the complaint, saying that claim was "not accurate in the context" and "likely to mislead". It has been banned from reappearing in its current form.

BBPA's David Long said: "The ASA rightly points out that the figure of 33% tax paid on a pint used in our advert only relates to alcohol duty plus VAT. It therefore underestimates the total tax burden when one includes business, employer and other taxes paid by the pub industry. Taken together, the total tax is in fact 39%, and the BBPA will certainly make this clear in any future advert we do."

Jonathan Mail, of Camra, added: "We are bemused at the ASA's decision."

Related topics: Beer

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