Apparently Courage cannot advertise that drinking beer increases confidence. Indeed, no alcohol manufacturer can advertise that alcohol affects a drinker's mood. Even though it's a basic chemical fact that alcohol, a depressant, affects a drinker's mood. I'm with the ever-excellent Daily Mash on this one: "the ASA said the advert for Courage beer was unacceptable because it implied that drinking alcohol could enhance self-confidence in a way that anyone who has ever drunk alcohol is completely aware of". Requiring advertisers to lie is not a positive development for the ASA's work.
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