Pot-shot taken at Channel 7’s hit footy show The Front Bar over beer advertising

Mick Molloy’s footy show has been investigated by the TV advertising watchdog amid allegations the program is simply an ad for beer.

The Front Bar has been investigated by the TV advertising watchdog after a viewer complained the show is an ad for beer. Picture: Supplied

Mick Molloy’s footy show The Front Bar has been investigated by the TV advertising watchdog after a viewer complaint that the show is an ad for beer and does not spell that out clearly to its audience.

The Ad Standards Community Panel leapt into action after an angry viewer claimed the show was in breach of the Australian Association of National Advertisers Code of Ethics in that “advertising (was) not clearly distinguishable”.

The investigation looked at the episode of the Channel 7 show, hosted by Molloy, Sam Pang and Andy Maher, that aired on June 3, 2021.

“Footy show commentators drinking beer. On beer while talking about football. My grandkids watch this show. I can see pure and simple they are advertising beer. I have watched TV for many, many years to know this,” a complainant wrote.

The response to the Panel from the show’s sponsor, Carlton & United Breweries which owns Carlton Draught, provided insight into the beer brand’s unique sponsored content and integrated branding deal with the program including how many times the show’s hosts must mention the brand each episode and the strict rules governing guests.

Carlton Draught is the naming rights partner and founding brand partner of The Front Bar and has been since 2015 and far from hiding its relationship CUB described Carlton Draught as “the clear and proud” sponsor of the show.

“The atmosphere projected is that of a friendly and jovial pub atmosphere, where the mature-age commentators sit at a bar with a Carlton Draught beer, and discuss topics of weekly interest,” the CUB statement read.

The Front Bar stars Sam Pang, Mick Molloy and Andy Maher.

“Involved in creating the pub/bar atmosphere is the integrated on-set branding, which is exclusively Carlton Draught branded. On set collateral includes branding for Carlton Draught on tank beer, kegs, beer taps, wall posters, pot glasses, bar mats, heritage posters/jumpers, and other Carlton Draught branded paraphernalia scattered throughout the set.

“The commentators must mention the sponsorship of Carlton Draught at least three times per episode.”

The brewer added: “CUB respectfully submits that to any reasonable viewer the program is sponsored by Carlton Draught, and the advertising of Carlton Draught is overt and clearly distinguishable.”

CUB also detailed in its response the measures in place to ensure responsible drinking during filming and responsible advertising of alcohol.

“The commentators are directed to responsibly consume the Carlton Draught product on set where appropriate and willing,” the CUB statement read.

“The producers have estimated that the host would drink 1.5 to 2 glasses per show. Guests who appear on the show may choose to have a beer, or otherwise may opt for a glass of water or cup of tea instead on the program.”

There are also strict rules around guests appearing on the show.

“The Front Bar does not host guests that: appear under the age of 25 years; are known to have any conviction for drink driving, alcohol-related violence or public drunkenness offences; are known to engage in binge drinking or for being under the influence of alcohol,” CUB said.

“Channel 7 supply the proposed guest list to CUB for approval each week and CUB is able to veto any guest.

“Further, every guest that appears on the show is given a pre-show briefing where they are instructed to drink moderately and responsibly, and make no reference to drinking alcohol or the effects of alcohol.”

CUB noted that Channel 7 retains editorial control of the show.

The Ad Standards Community Panel found that The Front Bar made it abundantly clear it was sponsored program and that the sponsor was a beer company.

“The Panel considered that regular viewers of the program would be familiar with the sponsorship aspect of the program, and further considered that a first time or irregular viewer would clearly recognise this as a sponsored program due to the clear product placement and references,” the finding read.

The panel found that the program did not breach the Code and dismissed the complaint.