A BrewDog advert has been banned over a “tongue-in-cheek” declare that its fruit-flavoured beers are “one of your five a day”.
An e-mail to prospects dated 20 July featured the phrase as a topic heading – and promoted beers with names that included Lost In Guava, Pineapple Punch, and Lost In Lychee & Lime.
One one who acquired the e-mail complained that the five-a-day declare was deceptive.
Upholding the grievance, the Advertising Standards Authority stated: “The ASA acknowledged that the subject heading ‘One of your five a day’ might be interpreted by some consumers as a humorous nod to the fruit-flavoured beers featured in the body of the email.
“However, as a result of the declare referred to well-known authorities recommendation on well being and wellbeing, we thought of that, normally, shoppers wouldn’t count on advertisers to incorporate such claims except the marketed product was recognised as assembly the necessities of that recommendation.”
BrewDog, which relies in Scotland, agreed the marketed beers didn’t rely in the direction of a shopper’s 5 a day.
However, it stated it believed recipients would typically perceive that alcoholic drinks will not be equal to parts of fruit or greens.
The agency stated the e-mail was solely despatched to current prospects, who have been seemingly to pay attention to BrewDog’s “playful” advertising model, and that they’d see the comment as “tongue-in-cheek”.
The ASA added that many shoppers would bear in mind that some craft beers comprise an unusually excessive quantity of fruit, and normally could be unsure as as to whether an alcoholic beverage with fruit content material counted as a portion.
In its ruling, the watchdog stated that the advert should not seem once more in its present kind.
A BrewDog spokesman stated: “We respect the ASA’s decision and are happy to confirm that beer is not a fruit or a vegetable.”