Diageo is fighting to overturn a decision by UK regulator the ASA to ban an advertisement for its Smirnoff vodka brand over concerns it breaches marketing laws.

The Advertising Standards Authority (ASA) recently ruled that the television advertisement, launched last year as part of Smirnoff’s new £15 million UK marketing campaign, implied social success was “dependent” on alcohol.

With the tagline “Filter the unnecessary, keep the good stuff”, the advert depicts a visitor entering a bar where people are looking unfriendly. But when the bartender pours vodka and mixer into a glass the atmosphere becomes brighter, music starts to play and people smile at each other.