BrewDog ad banned over misleading health claims

An advert for Scottish brewer Brewdog’s hard seltzer brand, Clean & Press, has been banned by an advertising watchdog for its purportedly misleading health claims.

The Instagram post, intended to advertise BrewDog’s Clean & Press Hard Seltzer, ran in January and read, as per the BBC:

“Even though Clean & Press is only 90 calories per can, with no carbs or sugar and a little bit of alcohol, this is not a health drink. If you are looking for a health drink, do not drink Clean & Press.”

The brewer said that the post was intended to be “tongue-in-cheek” but accepted the conclusive ruling from the ASA advertising watchdog.

The ASA said that “only 90 calories per can” and “no carbs or sugar” amounted to nutritional claims that are not permitted for alcoholic drinks. It also pointed out that the phrase  “a little bit of alcohol” might be construed by consumers as meaning that the product was low alcohol, when it is actually 5% ABV.

A spokesman for BrewDog said, “We have accepted the ASA ruling and have removed the wording in question.”

The Scottish brewer has also been reported to the ASA over the valuation of a “solid gold” can of its lager that it claimed was worth £15,000.

As part of a promotional campaign, the Scottish Brewer and its co-founder and current CEO James Watt had advertised the chance to discover a “solid gold” can of its flagship Punk IPA beer. However, winners were left underwhelmed after learning that the can was, in fact, only gold-plated and made mostly from brass.

BrewDog has said that it stands by the can’s valuation. The ASA is continuing to investigate whether the competition breached any of its rules.