Brewdog Instagram Ad Banned for Misleading Health Claims

The Advertising Standards Authority (ASA) banned an Instagram advert by brewer Brewdog for misleading claims.

A post for its Clean & Press Hard Seltzer said: “Due to advertising regulations we cannot claim this drink is healthy”. But it then went on to make reference to a claim of low calories. The controversial brewery say the advert was meant as “tongue-in-cheek”, but have agreed to not use it again.

This is not the first time the brewer was reported to the advertising watchdog. Last week it emerged the firm were in trouble for claims relating to a competition prize. Brewdog offered 10 people the chance to find a gold can hidden in a case of its beer. According to the brewery the solid gold can was worth £15,000. On discovering the can was only gold plated, a number of winners of the prize contested Brewdog’s claim about its value. The Scottish firm stand by the valuation, while the ASA investigate if the competition did breach any of its rules.

A healthy drink?

Brewdog’s Clean & Press seltzer ad ran in January. It said: “Even though Clean & Press is only 90 calories per can, with no carbs or sugar and a little bit of alcohol, this is not a health drink. If you are looking for a health drink, do not drink Clean & Press”.

The ASA challenge if the ad used nutritional claims that are not allowed for alcoholic drinks. For example, “only 90 calories per can” and “no carbs or sugar”. Phrases like this give the perception that the drink is beneficial to general good health or wellbeing.

Another breach to the Advertising Code was the use of the phrase “a little bit of alcohol”, which gives consumers the wrong impression of the drink. It implies the product is low alcohol despite it having an alcoholic strength by volume (ABV) of 5%.

A spokesman from Brewdog says they accept the ruling, and the wording in question is now removed.

Meanwhile, rival company Drty Drinks also had ads banned by the ASA. Two of their Instagram posts made misleading nutrition claims about an alcoholic drink. They also encouraged excessive drinking. In other rulings, website posts by the High Water and Whisp Drinks firms were banned for making misleading nutrition claims not allowed for alcoholic drinks.

A controversial company

Brewdog was established by James Watt and Martin Dickie in 2007. The Scottish brewer and pub chain is growing fast with quick success, and now employs a workforce of 2,000 members of staff. But it has had a number of controversies to deal with, in its marketing and commercial decisions, and claims about its company culture.

The company attracted a lot of negative attention recently because of letter posted on Twitter by former workers. It said a “significant number” of ex employees “suffered mental illness as a result of working at Brewdog”. A number of allegations were made about the firm cultivating a culture where staff were afraid to speak up over concerns.

In response, Brewdog promised an independent review into the issues raised, and apologised to employees for any “pain” caused.

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