Ad Prohibited Due to Endorsing Beer as a Remedy for Solitude
BrewDog's Advert Banned for Implying Alcohol Can Overcome Personal Problems
The Advertising Standards Authority (ASA) in the UK has enforced regulations against BrewDog, banning a poster promoting their Wingman IPA beer. The ASA ruled that the advert implied drinking Wingman IPA could overcome boredom, loneliness, or other problems, which is not allowed under ASA guidelines.
The advert's text read: "Some things in life go AWOL - WiFi fails, the weather turns hostile, and your buddy's 'five minutes' turns into a full-scale delay. But Wingman? Wingman stands firm. Always on station, always mission-ready, always got your back." The headline was "Brewdog. Always Got Your Back."
The ASA found that BrewDog’s poster violated rules that prohibit suggesting that alcohol consumption can resolve personal difficulties or provide emotional support. This enforcement action is consistent with ASA’s broader regulatory stance that alcohol promotions must not imply or encourage irresponsible use or excessive consumption.
Brewdog contested the allegation that the advert implied the beer gave its drinkers comfort or provided escape from any form of distress. Instead, they argued that the scenarios in the advert were mundane, everyday annoyances and not substantive problems requiring resolution.
Despite Brewdog's arguments, the ASA ruled that the advert implied the beer could be a solution to daily problems like WiFi failure and a friend being late. As a result, Brewdog has been banned from running the Wingman IPA beer advert again.
This ruling is another instance of Brewdog's reputation for courting controversy. In a recent instance, Brewdog was rapped by the ASA for being unable to substantiate claims to be the "world's first carbon-negative brewery."
The spokesman for Brewdog expressed disappointment with the outcome of the ruling, believing it does not reflect the spirit or intent behind the campaign. Brewdog acknowledges the ASA’s ruling on the Wingman advert and will not be running the ad again.
[1] Advertising Standards Authority (ASA) guidelines on alcohol advertising: https://www.asa.org.uk/rules/alcohol/ [2] ASA’s stance on irresponsible alcohol marketing: https://www.asa.org.uk/about-asa/our-role/campaigns/irresponsible-drinking-campaign/ [3] ASA ruling on BrewDog’s Wingman IPA advert: https://www.asa.org.uk/rulings/adjudications/2022/09/brewdog-ltd-wingman-ipa-beer-192503.html [4] Previous ASA rulings against BrewDog: https://www.asa.org.uk/search/results/?q=BrewDog [5] ASA guidelines on emotional benefits from drinking: https://www.asa.org.uk/rules/alcohol/rule-18.6/
- The Advertising Standards Authority (ASA) has made it clear that alcohol promotions must not imply or encourage irresponsible use or excessive consumption, even in the realm of technology, finance, entertainment, and general-news, as was recently demonstrated in the case of BrewDog's Wingman IPA beer advert.
- Although the advertisement was designed to offer solace for mundane annoyances like WiFi failure and late friends, the ASA ruled that it still implied the beer could alleviate daily problems, a stance that aligns with their broader regulatory position on emotional benefits from drinking in all sectors.
