The ad for the sportsman’s Forged Irish Stout appeared on the business’ Instagram account, and featured a group of female models wearing cropped tops and hot pants.
One of Conor McGregor’s alcohol businesses was directed not to reuse an advertisement that “objectified female models” following a complaint to the Advertising Standards Authority .
The complaints committee found that while it did not consider the advertisement implied consumption of the product would make the drinker more attractive, they did consider that it was an irresponsible manner in which to depict women. It noted that there was a “significant emphasis” on the female models’ cleavages and bottoms, and in some cases the sole focus was on these body parts rather than the whole person.
The complaints committee found that as Santa Claus is associated with influencing children’s behaviour and was seen partaking in gambling, this could encourage children to regard gambling as a natural element of his or her leisure time/activities. The complainants said that claiming Irish dairy is sustainable is misleading, with one complainant highlighting that dairy farming accounted for 35% of Ireland’s GHG emissions.
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