An outdoor ad by BrewDog promoting its Wingman Session IPA has been banned by the Advertising Standards Authority (ASA) for implying that alcohol could help overcome boredom, frustration or loneliness.

The poster, seen in May 2025, featured the phrase “ALWAYS GOT YOUR BACK” and described the beer as dependable when “WiFi fails”, “the weather turns hostile”, or a friend is late.

A complainant challenged the brewery’s ad for implying alcohol could serve as a remedy to life’s frustrations.

It is understood that BrewDog defended the ad, arguing it used metaphorical language to convey product reliability, not emotional support or a coping mechanism.

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However, the ASA disagreed, ruling that the ad implied alcohol was a solution to everyday problems likely to cause emotional discomfort.

The watchdog found that, in context, the messaging suggested alcohol could help manage negative feelings.

The ASA upheld the complaint and ruled the ad breached the CAP Code, specifically the rule which prohibits implying that alcohol can help overcome problems.

Looking ahead, the advertising regulatory body said the ad must not appear again in its current form, meanwhile Global, the media owner, confirmed it had removed the poster.