United Kingdom: A "threatening" beer advertisement depicting a double-barrelled shotgun pointed at the viewer has been banned by Britain's advertising watchdog. There were 51 complaints about the advert for Ruddles ale which featured a shotgun positioned at the reader from between two pub stools, and read: "Excuse me, I believe that's my seat.", Reuters communicated on February 23.

Complainants said the advertisement, which appeared in newspapers, was offensive and irresponsible because it condoned the threatening use of guns.

The Union Pub Company said the advert was particularly offensive to pub landlords.

Greene King, which produces Ruddles, said the advert was part of their "uncompromisingly from the country" campaign, which targeted male bitter-drinkers who would recognise the humour behind the advertisement.

The Advertising Standards Authority said on Wednesday the advertisement was "unlikely to be seen as condoning or provoking anti-social behaviour" but added it could be considered threatening and was likely to cause "serious or widespread offence". The authority told Greene King not to run the advertisement again.

E-malt.com, the global information source for the brewing and malting industry professionals. The bi-weekly E-malt.com Newsletters feature latest industry news, statistics in graphs and tables, world barley and malt prices, and other relevant information. Click here to get full access to E-malt.com. If you are a Castle Malting client, you can get free access to E-malt.com website and publications. Contact us for more information at marketing@castlemalting.com .