BrewDog Ads Banned in the UK

The British Advertising Standards Authority (ASA) has banned two Facebook ads from BrewDog. In its ruling dated September 16, 2026, the authority concluded that the two posts were socially irresponsible and encouraged excessive consumption.

Both ads promoted the same offer: “BOTTOMLESS BEER ALERT! Celebrate with 90 minutes of unlimited fresh beer for just £19.95 in England this weekend!” 

Two Ad Campaigns

The first ad showed two men drinking beer, their facial expressions becoming more positive as their enjoyment increased, accompanied by the words “When bottomless beers start to hit you.” This was followed by quick cuts to other drinks. The second ad featured a woman running toward a beer glass, accompanied by the text “Unlimited beers for 90 mins under £20.”

The Complaint

Two allegations were under review: the mood-altering effect attributed to alcohol and the encouragement of excessive drinking. BrewDog countered that the phrase “start to hit you” was meant to be humorous and not to be taken literally, and that the sequence of different drinks merely showed the available varieties, not recommended amounts to drink.

The ASA did not accept BrewDog’s argument. In its interpretation, the changing expressions of the men drinking suggested an effect of the alcohol, and in the context of the 90-minute window, high consumption appeared to be the point of the offer. The ads may not appear again in this form. BrewDog announced that it would tighten its internal review processes and seek legal advice before publication in the future.

BrewDog by Tilray

The case comes at a turbulent time for the brand. In early March 2026, the U.S. company Tilray acquired the global BrewDog brand, including its British brewing facilities and eleven brewpubs, for 33 million pounds (approximately 38.5 million euros).

Sources: Advertising Standards Authority (ASA); inside.beer
Visual: wegro communications