BrewDog Ad Banned for Suggesting Alcohol as a Coping Tool

ASA Rules BrewDog Poster Breached Guidelines by Linking Beer with Emotional Relief

The BrewDog ad banned by the Advertising Standards Authority (ASA) recently drew attention for crossing a critical regulatory line. The advertisement promoted BrewDog’s Wingman Session IPA and featured the tagline “ALWAYS GOT YOUR BACK,” with messages suggesting beer could help when “WiFi fails,” “the weather turns hostile,” or a friend runs late.

This campaign used humor and metaphorical language, but critics argued it implied beer could solve emotional problems like loneliness or frustration. Thus, the ASA received a complaint about the potentially harmful message.

ASA Upholds Complaint Over Emotional Messaging

Watchdog Finds BrewDog’s Messaging Problematic

BrewDog defended its ad, stating the intention was to highlight the dependability of the beer—not to promote alcohol as emotional support. However, the ASA viewed it differently.

Courtesy of PA Media

After a full review, the watchdog ruled the BrewDog ad banned had indeed violated the CAP Code. Specifically, it breached the rule that prohibits suggesting alcohol can relieve boredom or emotional discomfort.

Even though BrewDog used indirect messaging, the ASA concluded that it still conveyed an inappropriate emotional association. Therefore, the regulator banned the ad from appearing again in its current form.

Ad Removed After Ruling

Media Owner Responds Swiftly to ASA Decision

Following the ruling, the media owner, Global, confirmed the ad’s removal from public view. This swift action aligned with the ASA’s direction and demonstrated how seriously such complaints are treated.

The case serves as a reminder that advertising alcoholic products requires clear boundaries. Brands must ensure their messaging avoids emotional triggers or suggestions of psychological relief.

BrewDog Faces Renewed Scrutiny

This isn’t the first time BrewDog’s edgy marketing has raised concerns. While the brand often uses bold language, it now faces pressure to revise future campaigns with greater sensitivity.

Consumers may enjoy playful advertising, but regulators stress the importance of responsibility when promoting alcohol. As a result, companies must walk a fine line between humor and harm.

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