Craft beer firm BrewDog cautioned over 'highly offensive' advert

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BrewDog: The Ellon beer firm was cautioned over the offensive advert.

The Scots craft beer firm BrewDog has been cautioned by a watchdog for a "highly offensive" advert on its website.

On Wednesday, the Advertising Standards Agency issued its decision on the Aberdeenshire-based brewery’s use of the term "mother f*****" on its website.

The watchdog said an internet user had challenged whether the language used in the advert on the BrewDog site was "likely to cause serious offence".

According to the agency, the firm stated on its website: "BrewDog is a post Punk apocalyptic mother f***** 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 t***. Save up for a Luger, and drill the b*******."

In its decision, the agency stated that term "mother f*****" used by the Ellon firm was "regarded as highly offensive and unlikely to be acceptable in marketing communications".

The watchdog also stated that the other terms used by BrewDog were "also likely to cause serious offence to some people". BrewDog obscured one letter in the term "mother f*****" on its site, while none of the other language used was censured.

In response to the investigation by advertising standards, it said BrewDog had removed the claims from its website "but did not provide a substantive response to our enquiries".

Last month, BrewDog raised more than £1.5m of investment in the firm as part of its Equity for Punks crowdfunding share issue after it was established by Martin Dickie and James Watt in 2007.

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