A BrewDog spokesman says: 'We respect the ASA's decision and are happy to confirm that beer is not a fruit or a vegetable.'
A BrewDog spokesman says:"We respect the ASA's decision and are happy to confirm that beer is not a fruit or a vegetable."A BrewDog advert has been banned over a"tongue-in-cheek" claim that its fruit-flavoured beers are"one of your five a day".
An email to customers dated 20 July featured the phrase as a subject heading - and promoted beers with names that included Lost In Guava, Pineapple Punch, and Lost In Lychee & Lime.Upholding the complaint, the Advertising Standards Authority said:"The ASA acknowledged that the subject heading 'One of your five a day' might be interpreted by some consumers as a humorous nod to the fruit-flavoured beers featured in the body of the email.
"However, because the claim referred to well-known government advice on health and wellbeing, we considered that, in general, consumers would not expect advertisers to include such claims unless the advertised product was recognised as meeting the requirements of that advice." BrewDog, which is based in Scotland, agreed the advertised beers did not count towards a consumer's five a day.
However, it said it believed recipients would generally understand that alcoholic beverages are not equivalent to portions of fruit or vegetables.
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