The advert suggested beer was the right choice for dieters

A leaflet produced by Coors implied its products were helpful to people on diets, and instead blamed "late-night kebabs and curries" for beer bellies.

It also said beer can protect against heart disease and lower blood pressure.

The Advertising Standards Authority (ASA) has ordered the company not to repeat the claims.

Fewer calories

Coors Brewers, based in Burton-on-Trent, Staffordshire, makes best-selling beers including Carling, Grolsch, Caffrey's and Worthingtons.

Under a heading marked "the myth about the beer belly", its advertisement stated: "Many scientists now believe that it's the late-night kebabs and curries which are really to blame for the modern day 'beer belly'."

A table at the bottom of the leaflet compared the calorie content of 100ml of beer with the same amount of gin, rum, whisky, cognac and wine.

The results apparently showed beer had fewer calories.

The leaflet went on to make the claim that moderate consumption of beer could "slow down the deposition of fat on artery walls" and "protect against heart disease by combating narrowing of arteries and blood clotting".

Claim 'misleading'

It also said that one litre of beer provided 10% to 20% of the recommended daily allowance of various vitamins.

The ASA upheld complaints about six elements of the four-page insert, which was published in The Grocer magazine.

The watchdog said it noted evidence provided by the advertiser but ruled that the claims it made were medicinal, which is not allowed by law, or suggested beer had therapeutic qualities.

The ASA also expressed concern that the leaflet had compared the calories contained in 100ml of spirits, wine and beer.

It said "quoting the energy content in 100ml was misleading because beer is usually drunk in larger quantities than spirits or wine".

Coors said the advertisement targeted retailers not consumers and that they did not plan to use it again.