BrewDog has had an advert for its Wingman craft beer banned by the Advertising Standards Authority (ASA), which ruled that it irresponsibly implied alcohol could help people cope with life’s problems.
The advert, which appeared across the UK in May, featured the headline: “BrewDog. Always Got Your Back,” accompanied by the text: “Some things in life go AWOL – WiFi fails, the weather turns hostile, and your “buddy’s five minutes’ turns into a full-scale delay. But Wingman? Wingman stands firm. Always on station, always mission-ready, always got your back. Because every great operation deserves a great Wingman.”
The ASA found the messaging breached UK advertising codes by linking alcohol consumption to emotional support, and implying it could help “overcome boredom, loneliness or other problems”.
BrewDog reportedly expressed disappointment, arguing the campaign was intended to metaphorically convey product reliability – not to suggest alcohol was a source of comfort or emotional escape. The ruling marks the latest in a series of clashes between the brand’s provocative style and industry regulation.
