McGregor’s Forged Irish Stout broke advert standards over sexualised content

A complaint about sexualised content in an advertisement from Conor McGregor’s Forged Irish Stout has been upheld by the Advertising Standards Authority (ASA).

In their latest bulletin, 18 advertisements across Radio, Print, Online, Social Media, Television, Outdoor and Direct Mail were found to be in breach of the Advertising Standards Authority Code. These related to a range of issues including Misleading, Substantiation, Health and Beauty, Alcoholic Drinks, Environmental Claims and Promotional Marketing.

Forged Irish Stout Distribution received a complaint in relation to “an advertisement in the form of an Instagram reel featured advertiser’s own social media”.

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“It depicted a group of female models wearing two-piece outfits – a crop top and high-leg hotpants – posing around a vehicle drinking pints of Forged Stout,” The ASA said. “The advertisement also featured a person dressed as a life-sized Forged Stout can.

“The complainant said the advertisement contained sexualised content which made a link between alcohol and sexual relations / performance.”

The advertisers said in response that they removed the advertisement from their Instagram account upon receipt of the complaint.

The complaint was upheld, with the ASA saying: “The Committee noted that there was a significant emphasis through the use of camera angles, on the female models’ cleavages and bottoms, and in some cases solely on these areas resulting in the focus being on a body part rather than the whole person.

“The Committee did not consider that there was any creative reason for this other than to objectify the female models. The Committee also noted that in other parts of the advertisement, the manner in which the female models were posed or shown interacting with the person dressed as the life-sized version of the product was sexually suggestive.

“While they did not consider that the advertisement implied consumption of the product would make the drinker more attractive, they did consider that it was an irresponsible manner in which to depict women. The Committee did not consider that account had been taken of public sensitivities regarding coarseness and sexual innuendo in marketing communications and, as such, considered that the advertisement breached the Code at sections 3.03 and 9.05(c).”

The ASA ruled that the ad must not appear again in its current form.

The other complaints upheld included Eir over misleading monthly price plans and MoveHome.ie over an advert for a property for sale within the Glasnevin area which stated the property was a 28-minute walk from Dublin city centre.

Commenting on the latest Advertising Standards Authority rulings, Orla Twomey, Chief Executive of the Advertising Standards Authority, stated: “The variety of advertisements in the latest complaints bulletin from the Advertising Standards Authority highlights the crucial role the organisation plays in the Irish advertising industry.

“Our goal is to ensure advertisements are legal, decent, honest and truthful– fostering trust in advertising for all. The industry’s commitment to maintaining high standards and responsible advertising is demonstrated by the high compliance rate with the Advertising Standards Authority’s decisions and requests for ad amendments where appropriate.

“We provide a free and confidential copy advice service to advertisers so they can create responsible ads that adhere to the advertising code. If advertisers or agencies have any concerns about an advertisement or marketing communications’ compliance with the code, they can contact us to avail of that service.”

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