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Ugly men should star in drinks ads
27/ 7/2005
DRINKS companies have been ordered to hire uglier men for their advertisements to avoid making a link between women's boozing and sexual success.
Men who star in alcohol ads that target women should be "balding" and "paunchy" rather than "attractive and desirable", according to guidance issued by the Advertising Standards Authority.
A campaign for the drink, Lambrini, has become the first to fall foul of the new rules, which are intended to stop companies using sex to sell their products.
Slim
The ASA apparently objected to a poster which showed three women "hooking" a slim, young man in a parody of a fairground game.
The regulator said: "We would advise that the man should be unattractive i.e. overweight, middle-aged, balding etc.
"In its current form we consider that the ad is in danger of implying that the drink may bring sexual/social success, because the man looks quite attractive."
Lambrini owner John Halewood said the ASA should not be defining who was unattractive enough to star in adverts.
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27/07/2005 at 14:46
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Was BBC right to let Wossy back to work?
29/07/2005 at 09:17
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