An advert for Fireball Cinamon Whiskey that encouraged drinkers to “go for the double” has been banned by the ASA for encouraging excessive drinking.
The advert, seen on a bus stop in January 2026, featured an image of a bottle of Fireball, two shot glasses and a dartboard with a dart in the double-20 position. Large text said “go for the double”, while smaller text reading “bedrinkaware.co.uk” appeared at the bottom of the ad.
A complainant challenged whether the advert was irresponsible on account of encouraging excessive drinking.
In its defence, Fireball supplier Hi-Spirits said the phrase “go for the double” was a commonly understood darts expression referring to finishing a leg by hitting a double segment on the dartboard.
It said the reference alongside darts imagery would be interpreted by consumers as a playful nod to the game, not as encouragement to drink excessively.
The phrase also referred to buying a round for oneself and a friend within “pub culture” and therefore encouraged social drinking rather than overconsumption, it argued.
Finally, it said even if two shots were consumed by one individual, this would equate to two standard units of alcohol, which was not itself irresponsible or excessive.
However, the ASA ruled consumers were likely to interpret the phrase “go for the double” in the context of alcohol, given the advert was for an alcoholic drink.
It said the term “double” in spirits was commonly understood to refer to a double measure of alcohol. Although it was not possible to tell if the glasses were single or double measurements, it said consumers were likely to interpret the advert as suggesting consuming a double measurement was preferable to a single measurement.
Meanwhile, since two glasses appeared alongside the instruction to “go for the double”, this was likely to “reinforce the impression of doubling up on shots”, the watchdog said. The fact the glasses were overflowing also gave the impression of “abundance and excess”, it added.
The advert therefore “encouraged consumers to choose double measures as the preferable way to consume the product”, in a way that was therefore irresponsible, it concluded.
“Our ruling reaffirms the strict line we have long taken on alcohol ads that risk encouraging excessive drinking,” an ASA spokesman said. “The alcohol rules are shaped by public policy and societal concern about underage, binge drinking and related antisocial behaviour. We will not hesitate to act where an alcohol ad is socially irresponsible.”
Hi-Spirits was approached for comment.
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