In another landmark case, setting new bounds for sanity, the ASA have banned an advert that suggests drinking beer gives you courage. The advert breaches the ASA guidelines.

Pint of bitterOf course, no one would want to encourage the drinking of beer. I am delighted that the ASA has such a rigorous policing policy. But I’m not sure that anyone will have been misled here – ask most people and I think the odd drink ’will have bolstered most people’s confidence’ at some time or another.

So humour is well and truly dead at the ASA. Pity then that they don’t take their roles more seriously over the 100% chemical free fertiliser. The £1 million prize is still on offer – perhaps a pint of courage might help the ASA to admit they’ve got their earlier decision wrong. Ever thought about 100% chemical free beer? That’s got no courage at all!