MULTIPLE BrewDog adverts have been banned after they were found to be in breach of advertising rules.
The Scottish beer company has been reprimanded over two adverts it ran on Facebook regarding a bottomless drink promotion in England.
The first ad included text which stated "BOTTOMLESS BEER ALERT! Celebrate with 90 minutes of unlimited fresh beer for just £19. in England this weekend! Who's in?"
The post included a video featuring two men drinking one beer each, with a caption above them stating "When bottomless beers start to hit you", followed by rapid images of 12 other alcoholic beverages appearing on screen.
The second advert included the same text but included a video featuring a woman with the caption "you" next to her, running towards a glass of beer which included text on top stating "Unlimited beers for 90 mins under £20".
Tilray Brands UK Ltd, which took over BrewDog after the firm collapsed earlier this year, said the wording of the adverts were intended as an "informal and humorous social media reference" rather than a claim that alcohol caused a desirable change or had therapeutic benefits.
The firm also argued that references to "bottomless", "unlimited" and "90 minutes" simply described a fixed-price, limited-time offer rather than encouraging consumers to maximise their alcohol consumption.
And in relation to the advert showing the woman running, the company said it "was a humorous expression of enthusiasm for the promotion rather than encouragement to drink excessively".
The Advertising Standards Agency (ASA) ruled that the adverts were "socially irresponsible", that they "suggested styles of drinking that were unwise" and "implied, condoned and encouraged excessive consumption of alcohol".
The regulator banned the adverts from appearing again in their current form.
The Ellon-based beer firm has also been told to ensure any future ads do not portray alcohol as capable of changing mood, physical condition or behaviour.
BrewDog said it planned to introduce stronger review procedures, involve their legal team before publication and to review live alcohol-related advertising.
The firm also pledged to introduce further training on the rules, refresh guidance for local marketing teams and strengthen oversight of local social media activity.
