Pub paid to put leaflets in school bags

A PUB chain has been rapped for paying a school to put promotional leaflets in the bags of hundreds of primary school children.

The advertising watchdog ruled that the flyers, which advertised a special offer for the re-opening of a pub, were promoting alcohol to youngsters.

The censure comes as cash- strapped schools are increasingly allowing advertisers access to school bags in order to plug a black hole in their budgets.

In most cases, local businesses will pay around £50 to put flyers in school bags.

The complaint about the pub leaflet was made by a mother at the school, which has not been identified, who argued it was irresponsible because it was directed at children. Her complaint was upheld by the Advertising Standards Authority.

The leaflet, for the Hungry Horse pub in Sixfields, Northampton, promoted ‘two great offers’ of £5 off and a free drink.

On the back was a list of alcoholic and non-alcoholic drinks included in the offer. Hungry Horse, which is owned by retailer and brewer Greene King, said the leaflets were designed to encourage families to use the pub, rather than encourage underage drinking. It said the only reason to list the drinks was so the terms were clear.

The same small print said alcohol should not be served to anyone under the age of 18 and that proof of ID would be requested.

But the ASA said industry codes prohibit any form of marketing that might be directed at those under 18, and that because the leaflet was distributed to children it breached the code.