Tilray Brands’ BrewDog business has been reprimanded by the UK’s advertising watchdog for social-media posts during the football World Cup.

The Advertising Standards Authority said the posts for what BrewDog, Tilray’s UK business, called a “bottomless beer” offer were “socially irresponsible”.

In July, BrewDog made two posts on Facebook for an offer for “unlimited fresh beer for just £19.95 in England this weekend!”, asking: “Who’s in?”

The ASA said one post featured two men each drinking a beer with a caption above them stating “When bottomless beers start to hit you”, followed by rapid images of 12 other alcoholic drinks appearing on screen. 

The second post included a video featuring a woman, with the caption “you” next to her, running towards a glass of beer which included text on top of it stating “Unlimited beers for 90 mins under £20”.

The ASA challenged whether the post with the men implied alcohol had therapeutic qualities and was capable of changing mood.

It also asserted both posts were “socially irresponsible because they implied, condoned, or encouraged excessive consumption of alcohol”.

BrewDog disagreed but the ASA adjudged the nature of the posts breached UK advertising rules.

The first post “portrayed alcohol as capable of changing a person’s mood, physical condition or behaviour”, the organisation said.

Both posts, meanwhile, “presented excessive consumption of alcohol as a desirable way to use the promotion”, the ASA added. “We therefore concluded that the ads were socially irresponsible, suggested styles of drinking that were unwise, and implied, condoned and encouraged excessive consumption of alcohol.”

In a statement, a BrewDog spokesperson said: “We take our responsibilities as an advertiser seriously and are committed to ensuring that all BrewDog marketing complies with applicable advertising standards. We have reviewed the social-media post, removed it, and it will not run again.”