ASA rejects folding bike vs Smirnoff Ice complaint

David Henshaw of A2B magazine made a formal complaint to the UK-based Advertising Standards Authority over the use of an aluminium folding bike in an advert for the Diageo-owned booze brand. The complaint was rejected because...
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The ad "does not seem to refer to a specific product in such a way as to be seen as

denigratory...", the ASA has announced.

Further, "...the ad is unlikely to be interpreted to mean that drinking alcohol is healthier than riding a bicycle..."

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