Beer Commercial Featuring Shotgun Is Banned

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LONDON (Reuters) - A "threatening" beer advertisement depicting a double-barreled shotgun pointed at the viewer was banned by Britain's advertising watchdog on Wednesday.



There were 51 complaints about the advert for Ruddles ale which featured a shotgun positioned at the reader from between two pub stools, and read: "Excuse me, I believe that's my seat."


Complainants said the advertisement, which appeared in newspapers, was offensive and irresponsible because it condoned the threatening use of guns.


The Union Pub Company said the advert was particularly offensive to pub landlords.


Greene King, which produces Ruddles, said the advert was part of their "uncompromisingly from the country" campaign, which targeted male bitter-drinkers who would recognize the humor behind the advertisement.


The Advertising Standards Authority said the advertisement was "unlikely to be seen as condoning or provoking anti-social behavior" but added it could be considered threatening and was likely to cause "serious or widespread offence."


The authority told Greene King not to run the advertisement again.