Beer large’s advert that implied alcohol might treatment boredom banned

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Your assist makes all of the distinction. Learn extra A poster for BrewDog’s Wingman beer has been banned by the promoting watchdog for implying that alcohol might overcome boredom, loneliness, or disappointment.

The commercial for the brewing agency’s Wingman beer, seen in Might, featured the headline: "Brewdog. All the time Bought Your Again".

It continued: "Some issues in life go AWOL – WiFi fails, the climate turns hostile, and your buddy’s ‘5 minutes’ turns right into a full-scale delay. However Wingman? Wingman stands agency.

“All the time on station, all the time mission-ready, all the time obtained your again. As a result of each nice operation deserves a terrific Wingman."

The Promoting Requirements Authority (ASA) obtained one criticism that the advert implied alcohol was a treatment for disappointment, struggling, and isolation.

BrewDog acknowledged the advert didn't indicate the beer offered consolation, reduction, or escape from any type of misery. The corporate maintained that it positioned the product as being of dependable high quality slightly than a treatment or coping mechanism.

BrewDog additionally didn't consider the advert claimed or implied that the beer had any therapeutic or mood-altering results or that the advert prompt alcohol was important or a precedence in life.

<img src="https://static.independent.co.uk/2025/08/05/11/46/ASA-ruling-1ii7uuvh.jpeg" srcset="https://static.independent.co.uk/2025/08/05/11/46/ASA-ruling-1ii7uuvh.jpeg?quality=75&width=320&auto=webp 320w, https://static.independent.co.uk/2025/08/05/11/46/ASA-ruling-1ii7uuvh.jpeg?quality=75&width=640&auto=webp 640w" loading="lazy" alt="The poster for BrewDog, which has been has been banned for implying that alcohol could overcome boredom, loneliness or disappointment" class="sc-1mc30lb-0 ggpMaE inline-gallery-btn"/> open picture in gallery

The poster for BrewDog, which has been has been banned for implying that alcohol might overcome boredom, loneliness or disappointment (ASA) The ASA acknowledged that the advert had an air power theme, together with the product’s identify, references to “all the time on station, all the time mission-ready”, and a few of the imagery, which included a fowl carrying a flying jacket, helmet and goggles.

The watchdog famous BrewDog’s feedback that the advert positioned Wingman Session IPA as being of dependable high quality, and acknowledged that the situations offered within the advert – wifi outages, surprising unhealthy climate and a pal working late – had been mundane and on a regular basis annoyances.

It stated: “Nonetheless, we thought-about that these situations, which might doubtless end in an individual having to attend for an consequence outdoors of their management and having their day interrupted in a adverse means, had been prone to end in folks feeling annoyed and bored, doubtlessly lonely and could be prone to be considered as problematic.

“We thought-about that though the advert used metaphorical language to evoke Wingman’s reliability, consistency and a way of camaraderie, the situations offered had been real-life issues that had been prone to affect folks in a adverse means and the implication was that Wingman was an answer to overcoming these issues that had been prone to end in boredom, frustration and doubtlessly loneliness.

“For these causes, we thought-about the advert implied that consuming alcohol might overcome boredom, loneliness or different issues and concluded it breached the code.”

<img src="https://static.independent.co.uk/2025/07/22/16/f54f3bb65b0b6dc85d8c34cb6e0d1956Y29udGVudHNlYXJjaGFwaSwxNzUzMjgzNDYy-2.71014289.jpg" srcset="https://static.independent.co.uk/2025/07/22/16/f54f3bb65b0b6dc85d8c34cb6e0d1956Y29udGVudHNlYXJjaGFwaSwxNzUzMjgzNDYy-2.71014289.jpg?quality=75&width=320&auto=webp 320w, https://static.independent.co.uk/2025/07/22/16/f54f3bb65b0b6dc85d8c34cb6e0d1956Y29udGVudHNlYXJjaGFwaSwxNzUzMjgzNDYy-2.71014289.jpg?quality=75&width=640&auto=webp 640w" loading="lazy" alt="BrewDog was disappointed with ASA’s ruling" class="sc-1mc30lb-0 ggpMaE inline-gallery-btn"/> open picture in gallery

BrewDog was dissatisfied with ASA’s ruling (PA Archive) The ASA dominated that the advert should not seem once more, including: “We informed BrewDog to make sure their future advertisements didn't indicate that consuming alcohol might overcome boredom, loneliness or different issues.”

A spokesman for BrewDog stated: “We acknowledge the ASA’s ruling on our latest Wingman advert and we're dissatisfied with the result, which we consider doesn't replicate the spirit or intent behind the marketing campaign.