Zoo Rapped Over Beer Offer

Emap’s Zoo magazine has come under fire from the Advertising Standards Authority (ASA) after it ran a promotion offering its readers free beer without stating that an over 18s restriction applied.

The ASA also questioned whether Zoo magazine was a suitable publication for an alcohol promotion because 25% of its audience was under 18 years of age.

Emap apologised for their error in not stating that there was an over 18s restriction on the promotion but pointed out that the offer could only be redeemed with a coupon that stated recipients had to be over 18.

Emap also said that, in opposition to the 25% figure quoted by the ASA, only 17% of its readers were under 18. Emap supplied the ASA with the latest NRS figures for Zoo which bore this out.

The ASA acknowledged that the over 18 restriction was omitted by mistake and that 17% of Zoo readers were under 18 years of age.

In its assessment of the complaint, the ASA said that it did not object to beer advertising appearing in Zoo but that the magazine should ensure that any future similar promotions make clear offer restrictions.

ASA: 020 7580 5555 www.asa.org.uk Emap: 01733 568 900 www.emap.co.uk