David Beckham whisky advert cleared over 'irresponsibility' claims

A whisky advert featuring David Beckham has been cleared by the advertising regulator following claims it was irresponsible for using a children's role model to promote alcohol.

The TV and online advert for Haig Club whisky, directed by filmmaker Guy Ritchie, featured Beckham riding a motorcycle through the Scottish Highlands before meeting with friends and posing for photographs.

Campaigners said the advert was irresponsible for using a someone so popular with those too young to drink.

The charity, Alcohol Concern, complained that the advert implied to under-18s that alcohol was a key component of social success or acceptance.

The Advertising Standards Authority (ASA) disagreed, saying the former England captain's retirement from football meant he no longer held such appeal to children.

Diageo, which developed the Haig Club brand with Beckham and entrepreneur Simon Fuller, said Beckham's prominent role in the ad reflected this partnership.

It insisted the whisky advert was aimed at over-25s.