UK Watchdogs: 'Hunks' Must Be Hefty or Bald

July 2005

The Committee of Advertising Practice has advised UK drinks companies to use "unattractive - overweight, middle-aged, balding," men in their advertising campaigns, the Times Online reports.

New rules forbid any link between women's drinking and sex, and watchdogs have issued a list of undesirable male characteristics advertisers must abide by.

Popular sparkling drink Lambrini is the first to suffer from the new rules: a ruling stated, "We consider that the advert is in danger of implying that the drink may bring sexual/social success, because the man in question looks quite attractive and desirable to the girls.

If the man was clearly unattractive, we think that this implication would be removed."

Lambrini's makers claim that the ruling is offensive to a large portion of the male population, asking if balding, aging stars such as Jack Nicholson, Bruce Willis, and Sean Connery are unattractive to women.

Is the watchdog group qualified to decide for the nation who is sexy and who is not? executives from Lambrini asked.

However, the company did recreate the advertisement, using a balding guy.