Inappropriate finger

British brewer tones down risque ad for Bishop's Finger

Oct 25, 2006 - British brewer Shepherd Neame has removed risque wording from one of its advertisements after the Advertising Standards Authority upheld a complaint against it.


Shepherd Neame, no stranger to advertising controversy, said that the ad was intended only to amuse.

The advertisement for Bishop's Finger Ale shows a woman in a low-cut medieval costume sitting provocatively on a bale of hay. The tagline next to her reads: "I love a good session on the Bishop's Finger."

The Advertising Standards Agency said ad was likely to be seen as linking alcohol with seduction and sexual activity.

Bishop's Finger takes its name from finger-shaped signposts that "guided pilgrims on their way to Canterbury." A company spokesman said: "Shepherd Neame has a reputation for humorous, award winning campaigns. We believe the Bishop's Finger campaign upholds that tradition."

Published : Oct 25, 2006
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