A POSTER showing a man with a ram's head surrounded by scantily clad women became the first advert found in breach of tighter rules which ban any link between alcohol and sexual success.

The advert for Young's Bitter bore the strapline 'This is a Ram's World'.

Its portrayal of women in bikinis looking at the ram linked the alcohol brand with seduction, the Advertising Standards Authority said.

The strapline implied Young's drinkers were personified by the ram who was the focal point of female attention.

Another 'Ram's World' poster showed the same figure clad in a suit and surrounded by well dressed men at a gentleman's club.

A number of the men were laughing at what the ram seemed to be saying.

Both posters breach advertising rules which were recently stepped up to prohibit any link between alcohol consumption and social success, the ASA said.

It told Young's to withdraw the two posters and ensure it didn't link its product with social success or seduction in future adverts.