Wadworth slams BBC over 'irresponsible' ads report

Wadworth brewery has blasted the BBC for calling its advertising "irresponsible".

A report on the BBC's 10 o'clock News claimed the Wiltshire brewer's advert for Wadworth 6X, which uses the tagline "6X Scandal", was an example of a brand selling alcohol to youngsters while "using allusions to enhanced sexual attractiveness".

Dick Stafford, marketing manager for Wadworth, said: "We are very disappointed with the BBC. We have always promoted sensible drinking and I'm afraid it is very wide of the mark.

"Furthermore, I think the BBC is missing the point. The issue of sensible drinking has more to do with the retailer than the drinks company."

On Thursday May 20 the 10 o'clock News ran a report on Prime Minister Tony Blair's speech on responsible drinking, which he made to politicians, police and members of the pub trade at Diageo's UK headquarters.

Concerned that "binge-drinking" may become the new "British disease" Mr Blair demanded that the drinks industry and pub operators sort out their attitude to promotions.

To try and illustrate his point the BBC report then proceeded to "expose" two brands that ran irresponsible campaigns: Dooleys cream liqueur and Wadworth 6X ale.

The Church Agency, which is behind the Wadworth 6X campaign, said: "It's funny and self-deprecating and hardly targeted at the 18 to 25-year-old binge-drinkers - it is bitter after all.

"While no-one would deny that endorsing sensible drinking is a good thing, the hysterical nonsense surrounding some drinks advertising fails to differentiate between the use of irony and the blatant use of sex to promote drinks brands."

A spokeswoman for the BBC said: "This particular advert was chosen due to the ambiguity surrounding its image and tone.

"We contacted Wadworth prior to transmission to inform it of the use of the advert and the context in which it would be shown."