There was quite a lot of anger on both sides of the argument when it became clear that RTÉ would not be showing Budweiser's 'Dream Big' advert featuring Conor McGregor. The national broadcaster took the decision amid worries that the ad would contravene a directive which states that children should not be encouraged to consume alcohol through advertising which using individuals who may be considered to be 'heroes' for young people in the country.
It would now appear that RTÉ were correct to err on the side of caution after the Advertising Standards Authority for Ireland released their latest complaint bulletin in which the Budweiser campaign has been found to fall foul of advertising standards following two complaints to the ASAI.
According to the ASAI;
Both complainants considered that it was irresponsible and inappropriate to link Conor McGregor, who they considered to be a role model/hero for many young children, especially boys, to advertising for an alcohol product alongside the invitation to enter a competition and “Dream Big.”
In a suggestion that will no doubt pique the interest of MMA enthusiasts, one complainant also stated that 'he considered MMA to be an aggressive sport and in linking it to an alcohol product, the advertising was sending out a dangerous message to young children'.
Budweiser responded to those complaints by saying that all their brand ambassadors, including McGregor, had 'an overwhelming adult appeal and they had always sought relevant substantiation to validate this fact'. Further to that, Budweiser stated that the add was only aired 'on channels and during programmes which had an overwhelming adult audience'. The fact that McGregor was never seen to 'consume or interact with the brand' was also brought up as part of Budweiser response to the complaints.
Despite that defence, the Complaints Committee of the ASAI, has upheld the complaints against Budweiser's campaign on the grounds that McGregor, owing to his 'status as World Champion and profile', is considered a hero for young people in Ireland and thus his appearance in the ad contravenes clause 9.7(c) of the ASAI Code.
The ASAI's ultimate judgement was that 'the advertising should not be used in the same format again.'
