David Beckham’s TV ad for whisky brand Haig Club "has been cleared" by the U.K. advertising watchdog, "despite complaints that the former footballer’s endorsement promotes drinking among children," according to Mark Sweney of the London GUARDIAN.
The commercial, from Sherlock Holmes director Guy Ritchie, features Beckham and "a well-groomed group of trendy friends converging on what looks like a Highland estate to share a weekend and a tipple of scotch." As a global youth icon who spent most of his football career teetotal, Beckham’s appearance in the ad "prompted a critical response from Alcohol Concern, which accused him of sending a 'confusing message' about drinking to children." Drinks company Diageo argued that Beckham "had a strong appeal with the drink’s target market, primarily 25- to 40-year-old men, and that 'he did not have a strong appeal to children and was not a person whose example children are likely to follow.'" The ASA "disagreed with Diageo" and said that "as a recently-retired footballer, he would likely hold 'general appeal' for some children."
However the ASA ruled that the 39-year old "is simply too old to be popular enough with children to warrant banning the ad" (GUARDIAN, 1/28). MARKETING MAGAZINE's Ed Owen reported the ad "ran on TV and an identical version ran on the brand's website and YouTube channel." The ASA "got three complaints about the ad, including one from Alcohol Concern, who said it would appeal to those aged below 18, and was therefore breached the BCAP codes on social responsibility." The ASA "agreed the use of Beckham in an alcohol ad was appropriate, as he does 'not have strong appeal to children'" (MARKETING MAGAZINE, 1/28).
