Charity outraged by Beckham’s Haig ad ruling

Alcohol awareness charity Alcohol Concern has called for “tighter restrictions on advertising regulations” after its complaint against David Beckham’s Haig Club whisky advert was thrown out.

Beckham’s appearance in Haig Club’s advert was deemed “irresponsible” by Alcohol Concern

The charity complained that the advert, which features the football star promoting the single grain Scotch whiskey brand, was “irresponsible” due to Beckham’s appeal to a younger audience.

The complaint, made to the Advertising Standards Agency (ASA), was not upheld on the grounds that while Beckham may have appealed to children at the height of his professional football career, due to his more recent involvement in a string of adult-focused campaigns this can no longer be considered the case.

On the Alcohol Concern website, deputy chief executive Emily Robinson stated: “Given his other roles promoting sport and the importance of a healthy lifestyle, we think the public will be amazed to hear the ASA doesn’t think David Beckham is a role model for children.

“How can we take the ASA seriously when they deem that a global icon doesn’t appeal to young people and that having one of the most famous people in the world in a whisky advert is not linking the promotion of alcohol with social success?

“This ruling shows why we need tighter restrictions on advertising regulations to ensure children and young people have far greater protection from alcohol advertising.”

The advert (below) depicts Beckham leading a celebratory toast of Haig Club with friends, and was defended by Diageo, who stated Beckham “had strong appeal” for Haig Club’s target audience of men between 25 and 40.

The ASA has not yet responded to The Spirits Business requests for comment.