Good George Brewing’s F-word gin names deemed acceptable by UK's ASA, despite criticism over alcohol ad messaging.

The Advertising Standards Authority ruled that Good George Brewing’s use of the F-word in its gin branding is not likely to cause serious or widespread offense, despite criticism over a "crisis management pack" ad suggesting alcohol helps cope with hardship. While the ad was deemed socially irresponsible and withdrawn, the ASA found the profanity in product names—like "Fuckery" and "The Fuckening 2025"—acceptable when used humorously and targeted at adults. The company now uses asterisks in branding but maintains the original terms are not harmful. Critics argue the decision weakens standards for alcohol advertising and risks normalizing offensive content.