Ad description
Two images on the Facebook page for the Drink Doctor alcohol delivery service:
a. The first image, which was placed across the top of the page, featured a banner in front of raked seating. The image was partly obscured by text but could be clicked on to show the picture in its entirety. The banner stated "24 Hour Alcohol Delivery ... drinkdoctor.co.uk." The 'i' in 'drink' was represented by an exclamation mark that appeared to have fallen over, and the banner also featured a picture of a woman in a nurse costume. A phone number on the banner contained the figure "999" highlighted in red.
b. The second image showed a white van marked with the advertiser's branding. The van featured text stating, "Boozebulance 24hr Booze & Balloon Delivery" and a red line in the style of an electrocardiogram. Phone numbers on the van contained the figure "999" highlighted in red and a cross symbol comprised of four bottles was also visible.
Issue
The complainant, who believed that the use of medical terms and imagery to promote an alcohol delivery service was inappropriate, challenged whether the ad was irresponsible.
Response
Drink Doctor stated that they took the utmost responsibility when dealing with their customers and the general public. They believed they acted responsibly by only opening during the weekends, rather than every day. They said that, although a link between medicine and alcohol was not the intent of the ad, this concept was one embodied by the famous Damien Hirst venue 'Pharmacy'. Drink Doctor said that they were aware of the facts of alcoholism and that they had often provided their customers with NHS leaflets and other assistance. They stated that the word 'Doctor' was incorporated into other brands' names to promote a professional and caring image, rather than trying to imply medical knowledge. They apologised for any offence caused and stated that they were willing to amend their marketing going forward.
Facebook stated that the page was not in violation of their terms of use.
Assessment
Upheld
The ASA considered that, although the ads contained medical references including a nurse, a marked emphasis on the '999' digits in the phone numbers, a red cross symbol and an electrocardiogram, consumers would understand that the service offered was for alcohol delivery and that the advertiser was not offering genuine medical assistance. However, we considered that these references presented alcohol as a product to be used in the same manner, and provided for the same reasons, as medical treatment and that they therefore drew a link between the provision of alcohol and the provision of medical assistance. We also considered that the name 'Drink Doctor' in itself contained the same implication by conflating the role of a medical professional with the provision of alcohol. Marketing communications should not imply that alcohol has therapeutic qualities, and we considered that the use of medical imagery to market an alcohol delivery service carried such an implication. We also considered that the image of the 'boozebulance' vehicle and the emphasised '999' digits, in particular, carried the added implication of emergency assistance, and that alcohol was therefore something that was necessary and indispensable. In light of these elements, we concluded that the ad breached the Code.
Investigated under CAP Code (Edition 12) rules 1.3 1.3 Marketing communications must be prepared with a sense of responsibility to consumers and to society. (Social responsibility) and 18.6 18.6 Marketing communications must not imply that alcohol might be indispensable or take priority in life or that drinking alcohol can overcome boredom, loneliness or other problems. and 18.7 18.7 Marketing communications must not imply that alcohol has therapeutic qualities. Alcohol must not be portrayed as capable of changing mood, physical condition or behaviour or as a source of nourishment. Marketing communications must not imply that alcohol can enhance mental or physical capabilities; for example, by contributing to professional or sporting achievements. (Alcohol).
Action
The ad must not appear again in its current form. We told Drink Doctor to ensure that future advertising did not contain medical imagery or terminology, including 'boozebulance,' an emphasis on '999' and 'Drink Doctor', and that it did not imply that alcohol was indispensable or had therapeutic qualities.
