Pernod Ricard has been ticked off by advertising watchdogs for making misleading claims in an ad for its Jameson Irish whisky brand.

Fitness First objected to the advert which was headed “98% have a gym membership. 2% use it”. Beneath were several drawings of people of which two were using exercise equipment and the others were sitting in chairs.

The Advertising Standards Agency ruled that the the claim was not “obviously an exaggeration” - as suggested by Pernod - and agreed that it might mislead readers.

Pernod was told not to use the advert again and to be more careful in future.