A social media advertisement for Conor McGregor’s Forged Irish Stout has come under scrutiny for containing sexualized content, leading to a complaint upheld by the Advertising Standards Authority for Ireland (ASAI).
In a separate incident, a gambling advertisement featuring Santa Claus sitting next to a slot machine in a casino also violated advertising standards.
These are just two of the 18 recent complaints upheld by the ASAI, all of which breached the country’s Code of Standards for Advertising and Marketing Communications.
Examining the controversial ads
Conor McGregor, an Irish professional mixed martial artist and the first UFC fighter to hold championships in two weight classes simultaneously, recently became a brand ambassador for the online casino 88Malaysia.
However, an Instagram reel promoting Forged Irish Stout, McGregor’s brewery, has drawn criticism. The brewery, touted as Ireland’s biggest independent brewery, introduced its handcrafted stout with hints of chocolate and coffee to the United States last October.
The advertisement in question featured female models wearing cropped tops and high-leg hotpants, drinking pints of the stout, and posing next to a car and a person dressed as a can of Forged Stout. The ASAI received a complaint stating that the advertisement was sexually suggestive.
The ASAI committee agreed, noting that the ad focused significantly on the models’ cleavage and bottoms through various camera angles. The depiction of the models was described as sexually suggestive and objectifying, leading the ASAI to deem it an irresponsible portrayal of women.
Santa Claus gambling ad potentially targeting minors
The ASAI also received complaints about a Jesters Casino poster featuring Santa Claus next to a slot machine. The gambling ad was considered to be targeting children due to the use of a character particularly appealing to minors.
Once informed of the complaints, the casino promptly removed the ad.
Other ads that violated ASAI code
In addition to the above cases, sixteen other advertisements were found to breach ASAI regulations. Among them was a radio ad for Centra, Ireland’s leading convenience retail group, which aired its “enjoy alcohol sensibly” disclaimer too quickly. The ASAI emphasized the importance of clear disclaimers and responsibility messages in alcohol advertisements.
Similarly, an alcohol-related ad for The Newpark Hotel’s cocktail was in breach for not including the necessary responsibility message.
Other complaints included:
- Zalando’s discount codes for jeans
- A school advertisement claiming to feature “Ireland’s Best Teachers”
- An AA ad claiming to offer “unlimited” windscreen cover
- MoveHome.ie ads inaccurately claiming a house in Glasnevin was a 28-minute walk from Dublin’s city center
- Several milk advertisements
- A Bourke Builders ad for a commercial property with non-existent advertised premises
