UFC fighter Conor McGregor has continually courted controversy during his rise to the upper echelons of the Mixed Martial Arts world.
From his next-level trash talking and unapologetic gloating, to apparent beef with some of the biggest names in sport, the Irishman has a tendency to make headlines aside from his exceptional skills inside the octagon.
And he is back at it again today after reports revealed an advert he stars has now been banned. Considering the reason given, though, you'd be hard-pressed to blame McGregor this time around. Scroll down this article to see the clip for yourself.
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As reported by Independent.Ie, via Fox Sports, the 40-second ad produced by Budweiser and set to air in McGregor's native Ireland will not be broadcast on television because of fears it will encourage underage drinking.
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Aside from the Budweiser tag at the end of the clip, there isn't actually any reference to drinking in the advert itself, either in McGregor's voiceover or on screen.
Nevertheless, considering the fighter's iconic status amongst both adults and the younger generation, the powers that be have deemed it inappropriate.
Letter of the law
With Irish law prohibiting advertisers from using "heroes of the young" in any alcohol marketing, you can certainly see why the spot was pulled from TV broadcast.
Budweiser themselves seem somewhat perplexed by the decision, saying via the Irish Mirror:
"Conor is an aspirational figure for people who wish to follow their dreams and ambitions."Based on independent statistics research, Conor McGregor has an overwhelming adult appeal."
"Based on independent statistics research, Conor McGregor has an overwhelming adult appeal."
Although the decision will keep McGregor off screens in the Emerald Isle for the time being, it likely won't be long before the 27-year-old is back on them in his professional capacity as one of the top UFC fighters in the world.
Indeed, as he looks to bounce back from what was a shock defeat at the hands of Nate Diaz at UFC 196, there is increasing speculation that McGregor will be involved in a rematch against his American rival as early as UFC 200 on July 9.
In preparing for the comeback bout, McGregor may want to listen to his own words in the above advert. Jumping between weight divisions was certainly a big ambition, and it doesn't look like he has given up hope of achieving his dream if the current reports are true.
UFC fans: Were authorities right to ban the advert, or is it a little OTT? Have your say in the comments below...