Brewdog caused "serious offence"

24 July, 2013

Brewdog has been sanctioned by the advertising watchdog for referring to itself as a “post punk apocalyptic mother fu*ker of a craft brewery” on its website.

The Advertising Standards Authority upheld an internet user’s complaint that the website was likely to cause serious offence.

The ASA decided Brewdog has used gratuitous language and warned it “to take care to avoid causing serious offence in the future”.

The brewer said on its site: “Brewdog is a post punk apocalyptic mother fu*ker of a craft brewery. Say goodbye to the corporate beer whores crazy for power and world domination ... Ride toward anarchy and caramel craziness.  

“Let the sharp bitter finish rip you straight to the tits. Save up for a Luger, and drill the bastards.”

The ASA said: “Brewdog said they had removed the claims from their website, but did not provide a substantive response to our enquiries.

It added: “The ASA noted the asterisk used in ‘mother fu*ker’, but considered its inclusion did not obscure the intended meaning and it was still clear that it represented a swear word, one generally regarded as highly offensive and unlikely to be acceptable in marketing communications.

“We considered that the other language used on the page, such as ‘corporate beer whores’, ‘rip you straight to the tits’ and ‘Save up for a Luger and drill the bastards’, was also likely to cause serious offence to some people.

The case has now been referred to the Committee of Advertising Practice compliance team.




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