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The ASA considered that the image of the couple embracing in conjunction with the strapline implied that the woman's alcohol consumption had led to her seducing the man.
The ad was considered to link alcohol with seduction and therefore breached the Code (Wild Cape Liqueurs Ltd, 1 July 2009).
A partly empty bottle of Belvedere was on the table in front of them.
The ASA considered that the ad linked Belvedere with sexual success and therefore the complaint was upheld (Moet Hennessy UK Ltd, 17 December 2008).
It also noted that in the romantic scenes there was little or no alcohol shown and therefore concluded that an explicit link between alcohol and sexual seduction did not exist (Wells & Youngs Brewing Company Ltd, 17 November 2010).
As always, much will depend on the execution but marketers should bear these in mind: i) does the alcohol, implicitly or explicitly, make one or more characters in the ad more sexually attractive?Note: This advice is given by the CAP Executive about non-broadcast advertising. It does not bind CAP, CAP advisory panels or the Advertising Standards Authority.The Code states “Marketing communications must neither link alcohol with seduction, sexual activity or sexual success nor imply that alcohol can enhance attractiveness…Completing the Not Anymore Refresher training is a requirement for all continuing Chico State students each academic year.It was rolled out to all continuing students in fall 2016.
However the ASA ruled that a cinema ad for the beer Estrella Damm did not link alcohol with sexual seduction, despite the fact it apparently featured a man and a woman forming a romantic attachment.