Seven’s The Front Bar ‘just a glorified beer advert’ ad watchdog responds

Channel Seven AFL show The Front Bar investigated by advertising watchdog over claims the program is just a glorified beer advert

Channel Seven’s popular AFL show The Front Bar has been cleared of any wrongdoing after an investigation by the TV advertising watchdog.

The Ad Standards Community Panel investigated the program, hosted by Mick Molloy, Sam Pang, Andy Maher and Andy Lee, after a viewer complained about an episode that aired on Thursday, June 3.

The viewer alleged the broadcast breached the Australian Association of National Advertisers’ Code of Ethics by failing to disclose the show was made in partnership with a beer company.

No breach: Seven’s The Front Bar has been cleared of any wrongdoing after an investigation by the TV advertising watchdog. Pictured (L-R): Andy Maher, Mick Molloy and Sam Pang

As reported by the Herald Sun, the complainant wrote: ‘Footy show commentators drinking beer. On beer while talking about football. My grandkids watch this show.

‘I can see pure and simple they are advertising beer. I have watched TV for many, many years to know this.’

The show’s sponsor, Carlton & United Breweries, responded to the complaint by saying the advertising on The Front Bar was ‘clearly distinguishable’.

‘CUB respectfully submits that to any reasonable viewer the program is sponsored by Carlton Draught, and the advertising of Carlton Draught is overt and clearly distinguishable,’ the brewer said.

Carlton has been a brand partner of The Front Bar since 2015.

The set includes Carlton branding and the hosts ‘must mention the sponsorship of Carlton Draught at least three times per episode’ as part of the commercial deal.

The Ad Standards Community Panel dismissed the complained and said in its ruling: ‘The Panel considered that regular viewers of the program would be familiar with the sponsorship aspect of the program, and further considered that a first time or irregular viewer would clearly recognise this as a sponsored program due to the clear product placement and references.’


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