On the Monday following his defeat at UFC 196, Budweiser released a new ad featuring Conor McGregor.
According to the Sunday Business Post, RTÉ is unwilling to broadcast the 40-second ad as it considers it to be in breach of broadcasting regulations.
The national broadcaster believes the commercial breaks a directive which advises advertising should not encourage children to consume alcohol by using individuals recognised as 'heroes'. RTÉ believes that McGregor, the current UFC featherweight champion, comes under this classification and so the promotion could appeal to children.
RTÉ's Paul Mulligan told the Sunday Business Post:
RTÉ believes it took the correct and prudent action in not approving the commercials for broadcast on its television services.
For their part, Budweiser said that it was 'proud' to have McGregor - who doesn't actually consume any alcohol in the ad - associated with the campaign.
Here's the 40 seconds in question.