Beermat gags under fire

The beermats have been given the green light

An advert for "Shag" lager that featured four saucy seaside postcard-style beermats has been ruled unlikely to cause serious offence, the Advertising Standards Authority has said.

Another complaint that the drink advertised by the Spirit, Hop And Grape company implied it could enhance sexual capability was also not upheld.

The charity Alcohol Focus Scotland, which aims to promote a responsible approach to alcohol, objected to the advert in the Scottish Licensed Trade News magazine in June.

It showed a photograph of a bottle of lager with the logo "Shag", the first letter formed using the head and neck of a seabird, and four beermats with cartoon jokes.

Concerns dismissed

The authority said in a statement: "The use of the word "shag" in a trade magazine distributed to publicans and hoteliers was unlikely to cause serious or widespread offence."

It added that the advertiser had said its product had been on sale in pubs, clubs and restaurants for several months and they were surprised the authority had received a complaint.

Executives at the authority challenged the implication that the lager could enhance sexual capability but the watchdog's independent 12-member council, that adjudicates on complaints, did not uphold their concerns.