The Advertising Standards Authority has banned a BrewDog advertisement for implying that alcohol can alleviate feelings of loneliness and boredom.
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Big news in the world of advertising: The Advertising Standards Authority (ASA) has pulled the plug on a BrewDog ad for its Wingman beer. What’s the fuss all about? A complaint was raised claiming the ad hinted that alcohol could be a cure for feelings of boredom, loneliness, or disappointment.
Initially launched in May, the ad sported the tagline: “BrewDog. Always Got Your Back.” While BrewDog intended to convey a sense of reliability, the ASA found it crossed an ethical line.
What’s the Controversy All About?
The advertisement showcased everyday annoyances—think WiFi going down or waiting for a late friend.
It presented Wingman beer as the go-to companion for these frustrating moments. However, BrewDog defended their message, insisting it was all about highlighting the quality of their product, not about masking distress.
But the ASA saw things differently. They pointed out that the ad’s military-themed language and phrases like “always on station” and “mission-ready” implied that drinking Wingman beer could help you deal with these pesky situations.
The authority argued that such scenarios could evoke feelings of frustration and loneliness, subtly suggesting that alcohol might be a go-to remedy for these emotions.
BrewDog’s Take on the Ruling
How did BrewDog react? A spokesperson shared their disappointment, stating, “We acknowledge the ASA’s ruling on our recent Wingman advert and we are disappointed with the outcome, which we believe does not reflect the spirit or intent behind the campaign.” They also confirmed they won’t be airing the ad again, showing they’re willing to play by the ASA’s rules.
This ruling shines a light on the increasing scrutiny surrounding alcohol advertising and its potential ramifications. The goal is to shield consumers from messaging that might trivialize serious emotional challenges or promote drinking as a quick fix.
What This Means for Future Advertising
The ASA’s decision serves as a wake-up call for advertisers in the beverage sector. As they juggle creativity and responsibility, it’s crucial they don’t suggest that alcohol can ease life’s common stresses. The ASA has made it crystal clear: any future BrewDog campaigns must steer clear of implying that drinking can solve deeper emotional issues, aligning with ethical advertising standards.
In a time when mental health awareness is more important than ever, the way brands market their products can significantly shape consumer attitudes and behaviors. The ASA’s intervention reinforces the need for responsible marketing practices, especially in industries closely tied to lifestyle choices and health. So, how will companies adapt? Only time will tell.
