BrewDog ‘tongue in cheek’ advert banned over implied fitness claims


A “tongue in cheek” Instagram advert by way of BrewDog which stated “because of promoting laws we can not declare this drink is wholesome” has been banned by way of the Promoting Requirements Authority (ASA).

The ASA won 5 lawsuits that the social media submit in January implied that the drink was once wholesome and used normal fitness claims that weren’t accredited for alcoholic beverages.

They associated with Brewdog’s Blank & Press Arduous Seltzer emblem.

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BrewDog accused of excusing ‘tradition of worry’

Its advert referred to the drink’s calorie content material and stated it contained “no carbs or sugar and just a little little bit of alcohol” whilst including: “This isn’t a fitness drink. In case you are on the lookout for a fitness drink, don’t drink Blank & Press.”

The ASA stated that the advert “offered data in a tongue-in-cheek approach”.

“Alternatively, we regarded as that customers would perceive from the advert that the advertiser was once aspiring to keep in touch that the product was once if truth be told wholesome, however that they weren’t accredited to tell shoppers of that reality,” the watchdog added.

“We regarded as the advert subsequently implied that the drink was once really helpful to total excellent fitness or health-related well-being.”

The ASA additionally took BrewDog to job over vitamin claims – now not accredited for alcoholic beverages – and that the advert additionally implied that the drink was once a low alcohol, even if it had a 5% alcohol content material.

“We instructed BrewDog to not make fitness claims, or non-permitted vitamin claims about alcoholic beverages. We additionally instructed them to not make accredited vitamin claims for alcoholic beverages if the product didn’t meet the related prerequisites of use for the declare.”

Brewdog co-founder James Watt
Brewdog co-founder James Watt has pledged a assessment after claims of a poisonous tradition

A BrewDog spokesman stated: “We have now accredited the ASA ruling and feature got rid of the wording in query.”

The ruling comes after the corporate not too long ago got here below fireplace over lawsuits from ex-employees of a poisonous tradition, prompting founder and leader government James Watt to pledge an unbiased assessment.


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