Four night spots in Drogheda, Co Louth, have been criticised for a drinks promotion that features scantily clad images of women and was found to suggest sexual prowess.
Industry-funded watchdog panel Meas (Mature Enjoyment of Alcohol in Society Limited) said the pubs and nightclubs had breached advertising standards by printing the word fourplay next to the suggestive pictures.
The promotion featured in four advertisements in the Drogheda Independentlast August under the banner "West Street's Thursday Night Fourplay".
Each advertisement included an image of a woman, some scantily clad and posing suggestively.
Meas Independent Complaints Panel concluded combining of the word “fourplay” with the image in an advertisement promoting alcoholic drink breached of the section of the Code which states that “A drink, its packaging and any promotional material or activity . . . must not in any direct or indirect way . . . suggest any association with sexual success or prowess.”
It rejected a statement by one of the establishments that “the thought behind the fourplay promotion came about by the fact there [were] four venues partaking in this particular promotion in an effort to advertise together, and therefore share the advertising cost. The fourplay terminology was not ever thought of by us or the other pubs/club in a sexual context.”
The complaint had been lodged by the Alcohol Beverage Federation of Ireland.
PA