Irish Watchdog Bans Budweiser's McGregor Ad Because Fighter An 'Idol' For Kids

A Budweiser advertisement featuring UFC fighter Conor McGregor has "been found to be in breach of advertising rules because the mixed martial artist is an idol for children," according to Aaron Rogan of the LONDON TIMES. The drinks company has been told "not to re-run the advert," which features McGregor walking through Dublin and a U.S. city to promote its “Dream Big” competition -- which offered a chance to win €50,000 ($55,805) worth of travel. Two complaints alleged that the advert "breached the code operated by the Advertising Standards Authority for Ireland." One argued that "a person who was regarded as a role model to children was being used to promote alcohol and the other argued that linking a violent sport to alcohol was a dangerous message for children" (LONDON TIMES, 5/24). In Dublin, Killian Woods reported in its response to the complaints, Budweiser argued McGregor is not a youth hero -- claiming its own "independent data has confirmed this (is not) the case." It also cited the ASAI’s own code, which "dictates a high profile alone is not enough to deem a person a heroic figure for children." Budweiser argued there "also needed to be evidence that kids were trying to mimic the behaviour of the MMA champion" (THE JOURNAL, 5/24).