“The beauty of our brand” – Conor McGregor defends the banned “sexually suggestive” Forged Stout advertisement with female models

CONOR McGregor has defended a banned advert for his Stout range which was axed because it focused on “models’ cleavage and bums”.

The UFC fighter’s “sexually suggestive” advertisement for his Forged Irish Stout line of liquor was forced to be pulled by advertising bosses this week.

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Forged Irish Stout Distribution has removed a video shared on Instagram that showed a group of female models wearing “crop tops and high-cut hot pants” following a complaint to the Advertising Standards Authority (ASA).

The footage shows the models drinking pints and posing around a vehicle and a person dressed as a life-size model of a Forged Stout can.

One complainant said the ad contained sexualised content that linked alcohol to sexual relationships or performance.

But speaking to The Irish Sun, the Dublin boxer stressed he was proud of his team’s marketing efforts, saying they had captured the “beauty” of the brand.

McGregor told us: “I am proud of the enthusiastic and growing market for Forged Irish Stout.

“Our advertising and social media showcase the beauty of our brand.”

Sources close to the former MMA champion said they completely disagreed with the ASA’s decision and described it as “highly subjective.”

An insider explained: “This was not an advert for Forged Irish Stout, but a promotional video made at an event at Jack’s Bar in London.

“It was a highlight of the evening. The video was removed from social media channels after the decision because they didn’t want to start a big argument.

“They say the decision is highly subjective. Who is the ASA to dictate how professional models should behave?

“Are ads featuring underwear models now being banned? It’s a strange decision and they don’t seem to have much authority, but they were removed anyway.

“If anything, it drew attention to Forged and the footage that people would have to be looking for.”

In justifying the complaint, the ASA wrote: “The advert was in the form of an Instagram reel and was featured on the advertiser’s profile.

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“It featured a group of female models in two-piece outfits consisting of a crop top and high-waisted hot pants while posing around a vehicle and drinking pints of Forged Stout.

“At various points, the models also posed around a person dressed as a life-sized model of a Forged Stout can before finally following her out of the frame.”

In publishing the decision upholding the complaint, advertising chiefs concluded: “The Committee found that the use of camera angles placed significant emphasis on the cleavage and buttocks of the female models, and in some cases exclusively on those areas, resulting in the focus being on one part of the body rather than the whole person.

“The committee felt there was no creative reason for this other than to objectify the female models.

“The Committee also found that in other parts of the ad, the way in which the female models posed or interacted with the person dressed as a life-size version of the product was sexually suggestive.”

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