'We respect the ASA's decision and are happy to confirm that beer is not a fruit or a vegetable'
An advert for BrewDog brewery has been banned by a watchdog over a 'tongue-in-cheek' claim that its fruit-flavoured beers constituted 'one of your five a day'.
However, it said it believed recipients would generally understand that alcoholic beverages are not equivalent to portions of fruit or vegetables. The firm said the email was only sent to existing customers, who were likely to be aware of BrewDog’s 'playful' marketing style, and therefore felt that recipients were even more likely to recognise 'One of your five a day' as a 'tongue-in-cheek remark'.
"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."
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