Popular Channel 7 show The Front Bar has been questioned over exactly what the show is trying to achieve.

The show, which is hosted by Andy Maher, Sam Pang and Mick Molloy, is set in a bar-themed studio with the three hosts and their guests sipping on Carlton Draught beers throughout the show.

The Herald Sun is reporting that The Front Bar has been investigated by the TV advertising watchdog after a viewer complaint alleging the show is just an extended advertisement for beer.

The set is decked out in Carlton Draught signage, which has caught the eye of the disgruntled viewer. The investigation looked into an episode that aired on June 3rd.

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The complaint said that the example set for kids watching the show - which usually airs at approximately 8:30pm on a Thursday or Wednesday night - was not an appropriate one.

“Footy show commentators drinking beer. On beer while talking about football. My grandkids watch this show. I can see pure and simple they are advertising beer. I have watched TV for many, many years to know this,” the complainant wrote.

Carlton & United Breweries - which owns Carlton Draught - explained the brand’s sponsored content and branding deal with the well-watched show, and indicated how many times the show’s hosts have to mention the brand each episode and the strict rules around guests alcohol usage and consumption.

Carlton Draught is the naming rights partner and founding brand partner of The Front Bar.

CUB didn't hide from their sponsorship, saying in a statement, that they were proud of their partnership with the show.

“The atmosphere projected is that of a friendly and jovial pub atmosphere, where the mature-age commentators sit at a bar with a Carlton Draught beer, and discuss topics of weekly interest,” the CUB statement read.

“Involved in creating the pub/bar atmosphere is the integrated on-set branding, which is exclusively Carlton Draught branded. On set collateral includes branding for Carlton Draught on tank beer, kegs, beer taps, wall posters, pot glasses, bar mats, heritage posters/jumpers, and other Carlton Draught branded paraphernalia scattered throughout the set.

“The commentators must mention the sponsorship of Carlton Draught at least three times per episode.”

The statement went on to say that the advertising of the beer was clear, and not at all hidden.

“CUB respectfully submits that to any reasonable viewer the program is sponsored by Carlton Draught, and the advertising of Carlton Draught is overt and clearly distinguishable," CUB said.

The statement continues to explain about the rules ensuring responsible drinking during filming, and responsible advertising of alcohol and the freedom guests have when it comes to consuming the beer.

“The commentators are directed to responsibly consume the Carlton Draught product on set where appropriate and willing,” the CUB statement read.

“The producers have estimated that the host would drink 1.5 to 2 glasses per show. Guests who appear on the show may choose to have a beer, or otherwise may opt for a glass of water or cup of tea instead on the program.”

The statement also details strict rules around which guests can appear on the show and what boxes they need to tick off before appearing.

“The Front Bar does not host guests that: appear under the age of 25 years; are known to have any conviction for drink driving, alcohol-related violence or public drunkenness offences; are known to engage in binge drinking or for being under the influence of alcohol,” CUB explained.

“Channel 7 supply the proposed guest list to CUB for approval each week and CUB is able to veto any guest.

“Further, every guest that appears on the show is given a pre-show briefing where they are instructed to drink moderately and responsibly, and make no reference to drinking alcohol or the effects of alcohol.”

Channel 7 still have editorial control of the product, with the Ad Standards Community Panel determining that The Front Bar made it very clear that it was a sponsored program and that the sponsor was indeed a beer company.

“The Panel considered that regular viewers of the program would be familiar with the sponsorship aspect of the program, and further considered that a first time or irregular viewer would clearly recognise this as a sponsored program due to the clear product placement and references,” the panel decided.