The Advertising Standards Authority (ASA) has upheld complaints against two paid-for BrewDog Facebook ads promoting a 90-minute “bottomless” beer offer, ruling that the adverts portrayed alcohol as capable of changing mood and encouraged excessive consumption.
The ads, seen in July 2026, promoted 90 minutes of unlimited fresh beer for £19.95 in England.
The first featured two men drinking beer, accompanied by the caption “When bottomless beers start to hit you”, followed by a rapid sequence of 12 other alcoholic drinks.
The second showed a woman running towards a glass of beer, labelled “you”, alongside the claim: “Unlimited beers for 90 mins under £20”.
The ASA investigated whether the first ad implied that alcohol had therapeutic qualities or could change mood, and whether both ads were socially irresponsible because they implied, condoned or encouraged excessive alcohol consumption.
BrewDog owner Tilray Brands UK argued that “bottomless” and “unlimited” simply described a fixed-price, time-limited hospitality offer and did not encourage customers to maximise their alcohol consumption.
It also said the sequence of drinks in the first ad was intended to demonstrate the range of beer styles available, rather than the amount that could be consumed.
However, the ASA disagreed.
It said consumers were likely to understand the phrase “start to hit you” as referring to the point when the intoxicating effects of alcohol became noticeable.
The regulator also noted that the two men initially had relatively neutral expressions, but appeared noticeably more satisfied and positive immediately after drinking.
It concluded that the combination of the wording and visual change portrayed alcohol as capable of changing a person's mood, physical condition or behaviour, breaching CAP Code rule 18.7.
The ASA also upheld the complaint over excessive drinking.
It said consumers were likely to understand “bottomless” and “unlimited” beer as meaning they could drink as much beer as they wanted during the 90-minute promotion.
In the first ad, the rapid appearance of 12 additional alcoholic drinks was considered likely to reinforce that interpretation. Although BrewDog said the sequence showed the range of beers available, the ASA said this was not sufficiently clear.
Instead, in the context of the “bottomless beers” and “90 minutes of unlimited fresh beer” claims, the regulator considered consumers were likely to interpret the sequence as representing the quantity of alcohol that could be consumed during the promotion.
The second advert also fell foul of the rules.
The ASA said the woman running towards the beer suggested an eagerness to start drinking quickly and maximise the amount consumed during the limited 90-minute period.
Her broad smile, exaggerated slow-motion run and dramatic soundtrack heightened that impression, according to the regulator.
The ASA concluded that both ads presented excessive alcohol consumption as a desirable way to use the promotion, meaning they were socially irresponsible and encouraged an unwise style of drinking.
The ASA ordered that the two ads must not appear again in the form investigated and instructed Tilray Brands UK to ensure future alcohol advertising is socially responsible and does not encourage excessive consumption.
The company must also ensure future advertising does not portray alcohol as capable of changing mood, physical condition or behaviour.
BrewDog said that, despite maintaining that the ads did not breach the CAP Code, it had reviewed its internal processes.
The company plans to introduce stronger review procedures, involve its legal team before publication, review live alcohol-related advertising, provide additional CAP Code guidance and training, refresh guidance for local marketing teams and strengthen oversight of local social media activity.