On September 10, 2025, the United Kingdom’s Advertising Standards Authority (ASA) made headlines by banning several social media ads from two of the world’s most recognizable alcohol brands—Strongbow and Jägermeister. The move, which comes amid a broader crackdown on irresponsible alcohol advertising, has ignited fresh debate about how companies market drinks in the age of viral content and AI-powered oversight.
The ASA’s rulings followed a meticulous review of three distinct campaigns: a comedic Instagram skit for Strongbow Strawberry Cider featuring comedian Al Nash, and two visually striking Jägermeister ads that appeared on Facebook and Instagram. Each, according to the watchdog, crossed the line by suggesting that alcohol is not just a part of social life, but an indispensable ingredient for happiness and success among friends.
Let’s start with the ad that sparked much of the conversation—a sponsored Instagram post by Al Nash, a comedian known for his tongue-in-cheek sketches. In this particular video, Nash is seen grappling with a classic dilemma: should he buckle down and write his wedding vows, or join his friends for a sunny barbecue? The twist comes in the form of a talking can of Strongbow Strawberry Cider, which goads Nash’s character with lines like, “Hiding in the shadows when we could be out at that barbecue together,” and “What could possibly compare to cracking me open? Taking the first sip. That crisp, sweet, strawberry sensation.”
Despite Nash’s protest that he has “stuff to do”—namely, his wedding vows—the can persists, eventually persuading him to abandon his responsibilities and join the party. The ad closes with Nash at the barbecue, cider in hand, and later, at his wedding, joking in his vows, “Our love is a lot like a can of Strawberry Strongbow, right? Sweet, refreshing and fizzy.”
While the ad was clearly intended as a parody—riffing on a famous Spider-Man scene, according to Nash—the ASA was not amused. As reported by BBC, the regulator concluded that the ad “portrayed alcohol as being more important than personal relationships and a significant life event.” In other words, it implied that alcohol might be indispensable or should take priority over real-life commitments. The complaint, initially raised by a viewer, was upheld. Heineken UK, which owns Strongbow, responded swiftly, removing the post and emphasizing that the video was “intended to entertain rather than to make a literal claim about alcohol consumption.” Still, the ASA warned Heineken about future conduct.
The story did not end there. On the same day, the ASA also ruled against two Jägermeister ads that had been flagged—not by public complaint, but by the watchdog’s own AI-powered Active Ad Monitoring system. This software, which screened a staggering 28 million ads last year, is designed to proactively identify marketing that could breach advertising codes. The technology flagged two Jägermeister posts for promoting what the ASA deemed an irresponsible message.
The first ad depicted a bottle of Jägermeister Manifest, artfully cradled above a pair of cupped hands with stars in the background, and the caption: “Manifesting the best nights of your life. Get your bottle of Jägermeister Manifest.” The second showed a bottle of Jägermeister on a silver platter, revealed beneath a lifted metal cloche, with the caption: “Jägermeister, serving the best night of your life.”
According to City A.M., the ASA found that these ads “implied that alcohol was a key component of the success of a social event,” thereby breaching the UK’s broadcasting code. The regulator made its stance clear: “Marketing communications must not imply that drinking alcohol is a key component of the success of a social event… [ads] must be prepared with a sense of responsibility to consumers and to society.”
Mast-Jägermeister UK, the company behind the iconic herbal liqueur, accepted the ruling without protest. They argued that the ads were meant to be humorous and that the term “manifesting” was a play on the product’s name, Jägermeister Manifest. Nevertheless, both ads were withdrawn, and the company promised to be more mindful in future campaigns. The ASA, for its part, warned Mast-Jägermeister about future advertising activity.
These high-profile rulings are not isolated incidents. They form part of a broader effort by the ASA to clamp down on alcohol marketing that could be seen as glamorizing drinking or downplaying its risks. Earlier in 2025, the watchdog banned a poster for BrewDog’s Wingman beer for implying alcohol was a remedy for “boredom, loneliness or other problems.” Similarly, a FourLoko ad was pulled for showing a man dramatically pouring a high-alcohol drink into his mouth, and a VK Instagram story suggesting that “One won’t hurt, right?” during Dry January was deemed irresponsible given the public health context.
What’s driving this tougher stance? For one, there’s growing concern about the influence of social media—and by extension, influencer marketing—on young people and vulnerable groups. The ASA’s proactive use of AI to monitor digital campaigns, rather than relying solely on public complaints, signals a shift toward more vigilant and data-driven regulation. As Decision Marketing noted, the ASA’s technology “uses AI to proactively search for online ads that might break the rules,” and flagged the Jägermeister campaigns without any prompting from the public.
Both Heineken and Mast-Jägermeister have publicly stated that their ads were intended to be lighthearted or entertaining, not to encourage irresponsible drinking. Heineken, for instance, said the Strongbow skit was “a comedic device to externalise an exaggerated, internal monologue, rather than a serious suggestion that cider offered life guidance or emotional relief.” Yet, the ASA’s message is clear: regardless of intent, brands must avoid even the suggestion that alcohol is essential to social success or more important than personal relationships.
The wave of recent bans suggests that the ASA is paying closer attention than ever to the nuances of alcohol marketing, especially as brands experiment with humor, parody, and influencer-driven content to reach younger audiences. For marketers, the lesson is unmistakable: cleverness and creativity must be balanced with a strong sense of responsibility, lest their campaigns fall afoul of increasingly sophisticated watchdogs.
As the dust settles, the industry is left to ponder a new reality—one where the boundaries of acceptable advertising are being redrawn not just by regulators, but by algorithms and evolving social expectations. For now, at least, the message from the ASA rings loud and clear: when it comes to alcohol, there’s no room for ambiguity about what truly matters in life.
