BrewDog advert calling fruit beer 'one of your five a day' banned
07.12.2022 - 04:33
/ dailyrecord.co.uk
An advert by Scots brewery giant BrewDog that claimed a can of their fruit beer counted as one of your five-a-day has been banned by the UK's advertising watchdog. The brewery was ordered to remove the line from its promotional campaign after the Advertising Standards Authority deemed it to be misleading.
In a marketing email headed "One of your five a day", the pub chain included the phrase "feeling fruity" above a picture of a "Hazy Jane Guava" IPA can. However, the Aberdeenshire-based company claimed the ad was "tongue-in-cheek" and felt like recipients of the email would realise the joke.
The communication, sent out to customers in July this year, read: "Summer is well and truly here. Quench your thirst while soaking up the sun (or rain) with our fruit laden favourites. From Pineapple Punch to our limited edition Hazy Jane Passionfruit, we've got all your fruit needs covered!"
An investigation was launched by watchdogs after a single complaint argued that the "one of your five a day" line was misleading. BrewDog management acknowledged that the advertised alcoholic drinks did not count towards a consumer's 'five a day'.
However, they believed that recipients would be aware that the beers were not equivalent to a portion of fruit or veg. Company bosses therefore argued that the subject heading was neither intended to be, nor likely to be, interpreted as a factual claim about the beers being promoted in the email.
They added the email was only sent to existing BrewDog customers who had previously signed up to receive their marketing emails and felt that those who received the email were likely to realise that"one of your five a day" was a "tongue-in-cheek" remark.
However, the Advertising Standards Authority (ASA) said
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