BrewDog hard seltzer ad banned by watchdog


BrewDog has been warned against making health claims in a hard seltzer advert by a watchdog.

In an Instagram post in January, the Scottish brewer shared an image of a can of Clean & Press Hard Seltzer with the text: “Due to advertising regulations we cannot claim this drink is healthy.”

Text below the image stated: “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.”

BrewDog said the advert was ‘tongue in cheek’, but the Advertising Standards Authority (ASA) said it had breached rules after receiving eight complaints.

It ruled that the phrases ‘only 90 calories per can’ and ‘no carbs or sugar’ counted as both nutrition claims and general health claims, which are not allowed for alcoholic drinks.

The ASA also took issue with the claim their hard seltzer contained ‘a little bit of alcohol’, as the beverage contained an alcoholic strength per volume (ABV) of 5%

The ASA said the ad must not appear again in its current form and warned Brewdog not to make health claims or non-permitted nutrition claims about alcoholic drinks.

Read the full ruling here.

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