The Advertising Standards Authority (ASA) has banned an Instagram advert by Scottish brewer Brewdog for making misleading health claims about its Clean & Press Hard Seltzer.
The post stated: "Due to advertising regulations we cannot claim this drink is healthy," but went on to reference low calorie content. The ASA ruled that phrases such as "only 90 calories per can" and "no carbs or sugar" were nutrition claims not permitted for alcoholic drinks. Additionally, the claim "a little bit of alcohol" was deemed to imply the drink was low alcohol, despite its 5% ABV.
Brewdog described the ad as "tongue-in-cheek" but agreed not to use it again. A spokesman said: "We have accepted the ASA ruling and have removed the wording in question."
The firm is also under investigation by the ASA over a competition prize described as solid gold and worth £15,000, which winners later discovered was only gold-plated. Brewdog maintains the valuation was correct.
In separate rulings, the ASA banned ads by Drty Drinks, High Water, and Whisp Drinks for similar misleading nutrition claims related to alcoholic beverages.
Brewdog, founded in 2007 by James Watt and Martin Dickie, has faced recent scrutiny after former employees alleged a toxic work culture. The company has apologised and promised an independent review.
