Watt takes offence as BrewDog poster banned
The poster fell foul of the ASA (wording further obscured in Photoshop)
Maverick brewer and pub chain BrewDog has been drawn into a new controversy after its latest poster and press campaign was banned by the Advertising Standards Authority.
The Aberdeenshire company’s “F*ck You CO2. BrewDog Beer Is Now Carbon Negative” message has been appearing on poster sites and in various publications with a beer can partially obscuring the offensive word.
The adverts, aimed at promoting the company’s carbon negative credentials, have been seen in busy shopping and commercial streets such as George Square in Glasgow. They have also appeared in news publications such as the Metro, The Week and The Economist.
It is the latest stunt by the company following a £30m investment in carbon-offsetting initiatives such as the purchase of 2,050 acres of land near Loch Lomond where it has committed to plant 1 million trees and restore 650 acres of peatland.
However, the ASA was not satisfied that the obscured expletive was sufficient protection to those who might be offended by the poster.
It considered the four-letter word was so likely to offend a general audience that such a reference should not appear in media “where it was viewable by such an audience.”
The ad was banned and must not run again across any out-of-home Sites or The Metro.