A new commercial promoting Budweiser beer has been banned on an Irish network according to a report from the Irish Mirror. UFC featherweight champion Conor McGregor stars in the commercial that was banned because of the perception it may give youth. *** McGregor does not actually drink alcohol in the ad.
Ireland’s national public service broadcaster Raidió Teilifís Éireann claimed that young people that see the advert may be encouraged to drink because they look up to ‘The Notorious’ UFC fighter.
It was believed the ad breaks marketing alcohol codes by possibly encouraging children to drink because they look up to “The Notorious” Ultimate Fighting Championship fighter, writes the Irish Mirror .
Advertising Standards Authority for Ireland (ASAI) specifies that marketing should not refer to or include any “heroes of the young.”
In a statement Paul Mulligan, Head of Operations at RTE Commercial Television said: “RTE Television received finished commercials for Copy Clearance for Budweiser featuring Conor McGregor.
“RTE’s Clearance Committee, who are responsible for pre-vetting all commercials planned for broadcast on our services, responded that they had concerns whether the copy was compliant with the Advertising Standards Authority for Ireland (ASAI) Code.
“We requested that the copy be submitted to the ASAI for a view. We had hoped we would be informed of any feedback the client may have received from the ASAI, the owner of the Code, which would confirm or allay our concerns as to whether the advertising running on a number of Television channels in Ireland breaches the Code.”
He added: “In the absence of that RTE, as a compliant media, has sought a view from the ASAI. That view has now been given that the advertising breaches section 9.7 of the ASAI Code.
“This complies with RTE’s initial view that the advertisement should not be broadcast and believes it took the correct and prudent action in not approving the commercials for broadcast on its Television services.”
In a statement Budweiser Ireland said it was proud to have McGregor as the campaign’s ambassador.
It added that the ad had been vetted and approved by Copy Clear, an independent pre-vetting service.
A spokesman said: “Conor is an aspirational figure for people who wish to follow their dreams and ambitions.
“Based on independent statistics research, Conor McGregor has an overwhelming adult appeal.”
The ASAI said it had not received any formal complaints about the ad.
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