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Brewdog’s boss has been left almost £500,000 out of pocket after deceptive clients over “stable gold” prizes in a current promotion.
The 2021 promotion invited clients to search out and declare various gold cans hidden in instances of the Scottish brewery’s beer.
Winners complained after discovering the cans had been in actual fact solely gold-plated and never stable gold as claimed in tweets in regards to the promotion.
The Promoting Requirements Authority (ASA) upheld the complaints, agreeing the three adverts had been deceptive.
James Watt, Brewdog’s CEO and founder, stated it was a “expensive mistake” and insisted that he “falsely thought” the cans had been comprised of stable gold. He had “misunderstood the method of how they had been made”.
Mr Watt stated he contacted all 50 winners and supplied them the “full money quantity”, and that “it ended up costing me round £470,000 — nicely over two-and-a-half years’ wage”, the BBC experiences.
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