The Advertising Standards Watchdog Ireland (ASAI) has banned a Budweiser ad featuring venerable MMA fighter and Irish national hero, Conor McGregor.
His status as a "hero of the young" put the ad in breach of ASAI regulation stating that individuals championed by young people cannot promote alcohol.
The 40-second slot entitled 'Dream Big' showed the Featherweight Champion return to his roots, giving an inspiring speech from the streets of Dublin.
A statement from the ASAI read: “The committee, having regard to Conor McGregor’s status as world champion and profile, considered that he is a hero of the young for the purpose of clause 9.7(c) of the code.”
It ruled that the advert was not to be used again in the same format.
Budweiser argued that McGregor had “overwhelming adult appeal” and that the ad “only aired on channels and during programmes which had an overwhelming adult audience”.