UK media regulator Advertising Standards Authority bans Diageo's TV ads for its Captain Morgan rum after viewer complains that advertisements linked alcohol with daring, toughness and aggressive behavior

Nevin Barich

LONDON , February 28, 2014 (Business Monitor International) – The UK's media regulator Advertising Standards Authority (ASA) has banned domestic beverage company Diageo's television advertisements for its rum brand Captain Morgan. ASA made the move after a viewer complained that the advertisements linked alcohol with daring, toughness and aggressive behaviour. 'The ad must not appear again in its current form and Diageo has been told that their future advertising must not link alcohol with daringness or toughness', the regulator stated while upholding the complaint (just-drinks).

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