In the News

Marketing Promotion | When Misleading Promotions Go Badly Wrong

Jim Riley

10th January 2023

Don't promise customers they can win a solid-gold prize - if a sold gold prize isn't on offer.

That's the simple lesson learned here.

Misleading adverts can be financially costly and damage the reputation of a brand.

BBC Business report here on how three misleading adverts by Brewdog have cost the CEO around £500,000.

A "solid'gold" example of how not to run a promotional campaign.

Of course Brewdog is not the first to fall foul of the UK's Advertising Standards Authority (ASA).

The ASA is the independent regulator of advertising across all media in the UK. Its role is to ensure that all advertising, wherever it appears, is legal, decent, honest, and truthful.

The ASA is responsible for enforcing the UK Advertising Codes which cover areas such as including advertising to children, misleading advertising, and the use of testimonials and endorsements.

Hopefully for Brewdog it is a question of lesson learned!

Jim Riley

Jim co-founded tutor2u alongside his twin brother Geoff! Jim is a well-known Business writer and presenter as well as being one of the UK's leading educational technology entrepreneurs.

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