Peroni poster cleared after drink-drive complaint

A poster ad for Italian beer brand Peroni has been cleared by the Advertising Standards Authority (ASA).

The ASA received a complaint about a poster, which showed a Vespa scooter and a bottle of Peroni beer.

The complainant claimed the ad was irresponsible because they believed it linked alcohol with youth culture and could promote drink driving.

In defence Miller Brands said they were "dedicated to responsible drinking and would never promote drink driving".

It said the Vespa was a leading symbol of Italian design that underscored the prestige and Italian heritage of the Peroni brand.

It pointed out that it had used other Italian icons on other posters and it had gone to great lengths to ensure the poster was not near any places popular with young people.

It did not consider a Vespa to have any special association with under-18s and it is static in the poster.

The ASA cleared the ad. "Because the Peroni bottle and the moped were presented in isolation as symbols of Italian design, we concluded the ad did not link alcohol with youth culture or promote drink driving," it said.