Jagermeister ad criticized for sexism

STOCKHOLM, Sweden, Jan. 24 (UPI) -- Sweden's Trade Ethical Council against Sexism in Advertising has criticized a Jagermeister advertisement for being "offensive to women."

The council said the ad, which features three women drinking the company's alcoholic beverage in a bar, uses women's bodies in a sexual way that is offensive to women, The Local reported Thursday.

In the ad, two of the women quickly cover their breasts after downing Jagermeister.

"The third woman forgets to do the same, and when the camera zooms in on her breasts the cold drink has made her nipples stiff," the council said.

The council said in its advisory ruling that the TV spot was "offensive to women in general" and by showing the ad, Jagermeister failed to abide by the principle "that advertising should be created with due regard for social responsibility."