BrewDog ad banned over ‘one of your five a day’ claim

An ad for BrewDog has been banned over a “tongue-in-cheek” claim that its fruit-flavoured beers constitute “one of your five a day”. An email, dated July 20, featured the subject heading “One of your five a day”, and advertised beers with names that included Lost In Guava, Pineapple Punch, and Lost In Lychee & Lime. A recipient complained that the five-a-day claim was misleading. BrewDog, which is based in Ellon, Scotland, acknowledged that the advertised beers did not count towards a consumer’s five a day. However, it said it believed recipients would generally understand that alcoholic beverages are not equivalent to portions of fruit or vegetables. The firm said the email was only sent to existing customers, who were likely to be aware of BrewDog’s “playful” marketing style, and therefore felt that recipients were even more likely to recognise “One of your five a day” as a “tongue-in-cheek remark”. Upholding the complaint, the Advertising Standards Authority (ASA) noted that Government guidelines recommend people eat five portions of fruit and vegetables a day. The watchdog said: “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...

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