A Brewdog billboard ad which states “F**k You CO2” has been banned by the Advertising Standards Authority.

The poster, seen outside Fulham Boys’ School, Camden Town Centre and Chiswick in London, in Northumberland Street, Newcastle and in George Square, Glasgow, featured large text taking up the whole ad.

The letters between F and K were obscured by a can of Brewdog Punk IPA, with the strapline: “Brewdog Beer Is Now Carbon Negative”.

Complaints against an identical ad published in The Metro, The Week and The Economist, was partially upheld.

The complainants challenged whether the text “F**k You” was offensive and inappropriate for display in a medium where it could be seen by children.

BrewDog said it wanted to shock people into thinking about the planet and reducing and removing the amount of carbon in the atmosphere.

They said every media placement and poster site had been approved by the media owner or landlord, and that the campaign had run at a time when schools were closed for the summer holidays, so any exposure to the ad by children would have been limited.

BrewDog said the ads implied a swear word, but it was not explicitly stated, which they believed followed precedent of what was acceptable.

The ASA found it would be clear to most people the ad referred to the word “Fuck”, and so concluded the ad was likely to cause serious and widespread offence.

The complaint was also partially upheld in print media, in relation to the Metro, which as a widely available, free newspaper, meant the ad was untargeted.

ASA: “We concluded therefore that the ad was likely to cause serious and widespread offence in Metro and was not appropriate for use in that publication.”

The complaint was not upheld in relation to The Week and The Economist, as they were paid or subscription based, and so unlikely to cause serious or widespread offence.

The ASA said the ad must not appear again in the form complained of unless suitably targeted.

BrewDog was told to ensure they avoided causing serious or widespread offence by avoiding references to expletives in media targeted to a general audience.

The ads received 25 complaints.

In response to the finding, Brewdog CEO James Watt said: “They can go and fuck themselves.

“We are facing an existential climate crisis.

“I would also like to The Metro & The Economist for understanding the importance of our climate campaign & running the ad.”