For more than 50 years beer drinkers have been urged to “Take Courage” at their local pub, but now the brewers of the famous ale may have to find a new slogan after the advertising watchdog banned posters promoting the brand.

The Advertising Standards Authority acted after complaints that the posters — part of a £2 million campaign — implied that the beer could live up to its name.

One poster depicts a man looking nervous as his full­bottomed partner parades in front of him in a figure-hugging dress. A speech bubble emanating from a large glass of beer states: “Take Courage my friend,” suggesting that he should give a truthful answer to the implied question about how the garment reflected the size of the woman’s derrière.

The advertising authority said in its ruling: “Three members of the public believed the poster implied that the beer would give the man confidence to either make negative comments on the woman’s appearance or take advantage of her.

“We considered that the combination of the text and the image of the man with an open beer can and half-empty glass of beer was likely to be understood by consumers to carry the clear implication that the beer would give the man enough confidence to tell the woman that the dress was unflattering.

“Although we understood the humorous intention of the scenario, we concluded that the poster breached the code by suggesting that the beer could increase confidence.”

The alcohol advertising rules were tightened in 2005 after concerns over binge drinking. Section 56.8 of the Code of Advertising bans marketing that suggests that “any alcoholic drink has therapeutic qualities or can change moods or enhance confidence, mental or physical capabilities or performance, popularity or sporting achievements”.

The ruling relates only to that specific poster, but industry observers said that it would make it difficult for the Take Courage slogan to survive.

The other posters in the campaign also urge the nervous man to Take Courage. One shows him standing next to his grandmother, who has just knitted him an unfashionable jumper. The other pictures him in a doctor’s surgery, apparently about to undergo a rectal examination.

The beer’s owner, Wells & Young’s Brewing Company, said that it would continue to run the remaining posters.

Chris Lewis, its marketing director, said that he was surprised by the ruling. “The advert depicts a very common situation, which our target demographic would relate to, and there is certainly no indication that our ‘hero’ would say anything ‘negative’ to his partner or ‘take advantage of her’,” he said.

“Every man with some life experience has been in the situation where they have been asked the infamous line, ‘Does my bum look big in this?’ And as every man in Britain knows, the correct response is ‘No!’ ”

Bitter news

— A Coors Light lager television advertisement with men singing a reggae-style song imitating a Jamaican accent broke industry guidelines by appealing to under-18s, the ASA ruled last October

— In 2007 a TV commercial for Miller beer was banned because it was thought likely to appeal to children and portrayed an unacceptable “effortless cool”

— Also in 2007 InBev, brewer of Stella Artois, was told it could not say its lager was produced by “a family that has been dedicated to brewing for six centuries” as it was no longer family owned

— In 2006 two posters for Young’s Bitter were withdrawn for linking drinking the beer to sexual and social success

Source: Times database

Times Recommends

• Lies and cover-up at MG Rover exposed by report
• High oil prices push manufacturing costs up
• Primark founder steps down as chief executive