The ASA’s recently announced investigation into Brewdog’s promotion to win a “solid gold can” will be cause for concern at the UK brewers and acts as a warning to the promotional marketing sector. Accuracy in prize description, particularly any valuation, avoids misleading the public and promoters must be confident in making any claims made during promotional activity. Robust evidence and independent assessment are key as Brewdog’s acceptance that an error was made in describing the can as “solid gold” is unlikely to soften any regulatory blow. The result of the investigation is still pending but the case highlights the importance of compliance during the coronavirus pandemic where any inaccuracies could have a personal impact and generate negative publicity. The IPM asks all our members to be diligent to avoid the complications Brewdog now face and contact us with any questions.