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A beer advert showing a rollerskating stuntman has been banned from being shown on TV after the UK's advertising watchdog ruled that it was likely to "appeal strongly" to under-18s.

The advert for Miller Genuine Draft beer showed a man performing a series of stunts on rollerskates, including jumping through a tyre and somersaulting over a large group of dogs, before meeting his friends for a drink.

Officials at the Advertising Standards Authority (ASA) said that the "effortless cool" with which the man performed the stunts was likely to appeal to youngsters.

In its defence Miller Brands Ltd, the UK arm of parent company SABMiller, said that the roller skates had been made to look old-fashioned and out-of-date so as not to appeal to youth culture.

But the ASA rejected the defence and ordered the company not to show the ad on TV again.

"We considered that the somersault over a group of dogs, the jump through a tyre and the backwards descent of a staircase constituted daring behaviour, and concluded that the ad associated alcohol with feats that would be considered dangerous, and appeal strongly to under-18s," the ASA said.

Meanwhile the company behind Stella Artois beer has also been rapped by the ASA over one of its ads.

The industry regulator said that a wraparound ad for the beer which appeared in national newspaper was "misleading", because it implied that one family had brewed the lager for the past 600 years.

The wraparound read: "A family dedicated to brewing for six centuries."

InBev UK said that its ad was supposed to "emphasise the continuity of tradition and care found in the Artois family of beers", the ASA said.

But the watchdog claimed that the ad was misleading because it suggested that one family of common ancestry had been involved in the brewing of Artois beers for six centuries.