A Hamilton pub luring university students with $12 steins of beer has been criticised for an advertisement promoting binge drinking.



The Advertising Standards Authority has upheld a complaint against The Outback Inn, which advertised a "Beerfest and Feast" in the February edition of the University of Waikato student magazine Nexus.



The complainant J. McDonald was concerned the bar was encouraging "irresponsible drinking" among first-year university students.



The bar advertised one-litre steins of beer for $12 and $9 refills until midnight.



It also said free food would be available: "Sawdust on the floors, you on the tables, free food, huge free BBQ and feast.



In its reply to the complaint, the bar said customers were not encouraged to buy a second litre of beer through any 'cut-price' offer.



"In fact it is our experience that the majority of customers do not refill their stein as they are more interested in the glass than its contents."



The magazine said it was comfortable printing the advertisement as the promotion ended at midnight and there were "several references" to free food.



It also said the original refill price was increased by $1 to make it "more reasonable".



The complaints board considered whether the advertisement encouraged excessive consumption of liquor and whether it observed a high standard of social responsibility.



It found the content and tone of the advertisement conflicted and detracted from the need for responsibility and moderation in liquor consumption.



The complaint was upheld.