Clubs criticised over sexy alcohol adverts

Four night spots were slammed today when a drinks promotion featuring scantily clad images of women was found to suggest sexual prowess.

Meas (Mature Enjoyment of Alcohol in Society Limited) said the pubs and nightclubs, all in Drogheda, Co Louth, had breached advertising standards by printing the word fourplay next to the suggestive pictures.

The promotion featured in four advertisements in the Drogheda Independent on last August under the banner “West Street’s Thursday Night Fourplay”.

Each advertisement – for Storm Nightclub, Redz Vodka Bar, and Earth Nightclub (c/o Westcourt Hotel) and O’Shea’s Bar – included an image of a woman, some scantily clad and posing suggestively.

Meas Independent Complaints Panel concluded combining of the word “fourplay” with the image in an advertisement promoting alcoholic drink breached of the section of the Code which states that “A drink, its packaging and any promotional material or activity ... must not in any direct or indirect way .. suggest any association with sexual success or prowess.”

It rejected a statement by the Westcourt Hotel that “the thought behind the fourplay promotion came about by the fact there [were] four venues partaking in this particular promotion in an effort to advertise together, and therefore share the advertising cost. The fourplay terminology was not ever thought of by us or the other pubs/club in a sexual context.”

The complaint had been lodged by the Alcohol Beverage Federation of Ireland (ABFI).

Meas Chief Executive Fionnuala Sheehan welcomed the increasing number of complaints being made.

“It is the vigilance of individual citizens that is the most effective way of bringing irresponsible practices in the marketing and sale of alcohol to our attention, and I would encourage people to be willing to highlight any such matters that come to their attention,” said Ms Sheehan.

“All complaints are dealt with in the strictest confidence and are treated seriously. It is particularly useful when flyers, advertising posters or photographs accompany the complaint itself.”