BrewDog: ‘Those ASA mother f*ckers have no jurisdiction over us’

BrewDog has hit out against its reprimand by the Advertising Standards Authority, saying it will continue to display claims on its website deemed offensive by the regulator.

BrewDog: called the ASA ruling censorship
BrewDog: called the ASA ruling censorship

The controversial Scottish brewer’s website stated: "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."

However, following a complaint, the ASA told BrewDog to remove the statement on the grounds that it was offensive and socially irresponsible. The ad watchdog claimed the brewer had complied with the request.

But BrewDog founder James Watt said the statement was removed to promote its ‘Equity for Punks’ scheme, which allows the public to buy shares in the company.

He said: "Soon, we will be putting the statement back on our website."

"We believe in freedom of speech and artistic expression. We don’t believe in mindless censorship. As for the ASA – those mother f*ckers don’t have any jurisdiction over us anyway."

An ASA spokesman said: "At present, BrewDog is complying with our ruling so we don’t have anything to comment on at this stage. Obviously, we hope BrewDog does not carry out its threat to ignore our ruling and we’ll monitor the situation.

"We’re interested in having positive, constructive relations with the advertiser and helping it get its ads right through CAP training/advice," he added.

It is not known whether BrewDog plans to attend a CAP training course.

Become a member of Campaign

Get the very latest news and insight from Campaign with unrestricted access to, plus get exclusive discounts to Campaign events.

Become a member

What is Campaign AI?

Our new premium service offering bespoke monitoring reports for your company.

Find out more

Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an alert now

Partner content