A beer promotion has been criticised because it was found to encourage irresponsible drinking.
The World Cup Football shirt promotion by Beck's Vier would have led directly to immoderate or irresponsible consumption of alcohol, a Meas (Mature Enjoyment of Alcohol in Society) complaints board found.
According to the complainant, Diageo Ireland (brewers of Guinness, Carlsberg and Budweiser), the particular promotion encouraged the purchase of four pints of Becks Vier on one drinking occasion and could therefore be seen as promoting irresponsible drinking.
Inbev Ireland, who ran the promotion, said that the text "Drink Beck's Sensibly" was printed on all of the promotional materials.
However, Meas ruled that this text should have been more visible. Meas ruled that reward schemes which are only redeemable over short periods encouraged the purchase and consumption of large quantities of alcohol.
It found that while the promotional period was over a six-week period, the point of sale promotional material stated that it will be most effective if run during three German world cup matches.
The complaints panel concluded that the promotion entailed a disproportionate risk that it would lead directly to immoderate or irresponsible consumption of alcohol, and therefore breached the MEAS Code.
Both Diageo and Inbev Ireland are member companies of MEAS. However, complaints to the group are decided on by an independent complaints panel.