A billboard featuring a scantily clad woman advertising beer has been found to breach advertising standards because it suggested a link between liquor and sexual attraction.
Complainant D Kernot said the billboard in New Plymouth for The Mill Liquor Save was "disgusting, immoral, provocative and seductive in nature"and was "repugnant and insulting to all women".
The billboard featured two rugby ball-shaped bottles, each labelled "Beer Ball", and a blonde woman wearing a low cut bikini top, peering over the top of her sunglasses.
"I do not see why there should be any need to exploit the body of a woman to promote the sale of beer," the complainant said.
In response The Mill said the image was part of a wider campaign and could be considered "saucy" rather than "sexy".
"The use of the model needs to be considered in relation to the fact that we are selling a "hot new product best served chilled".
The Advertising Standards Complaints Board said it was in no doubt the billboard was sexually provocative and suggested a link between liquor and sexual attraction.
This breached Principle 2 of the Code for Liquor Advertising which required advertisements to observe a high standard of social responsibility.
It also breached Basic Principle 5 of the Code for People in Advertising by using part of the female anatomy to draw attention to a liquor product.
