Ad description
An electronic poster for Zapp, a grocery delivery service, seen on 27 May 2022, showed a bottle of gin, two bottles of tonic water and a lime. Text stated, “Friday Feels – in minutes, 24/7”.
Issue
The complainant, who believed the ad, and in particular the phrase “Friday Feels – in minutes, 24/7”, suggested alcohol had therapeutic qualities and was capable of changing mood, challenged whether it was in breach of the Code.
Response
Quick Commerce Ltd said the “Friday Feels” phrase reflected the association for many people in Zapp’s key demographic of Fridays with the beginning of the weekend and drinks with friends. Quick Commerce considered the phrase would be understood as a reference to evoking an emotional response but not that alcohol was in some way mood altering.
Clear Channel said their terms and conditions required that advertisers whose ads they carried were responsible for compliance with all relevant codes and laws of advertising. Clear Channel did not believe it was for them (Clear Channel) to decide whether or not a campaign was suitable for publication.
Assessment
Upheld
The CAP Code required that marketing communications must be socially responsible and must not imply that alcohol was capable of changing mood.
The ASA understood that the ad appeared on Fridays only. We considered consumers would note that it was an ad for a grocery delivery service and would understand that it hinted at the idea of relaxing with a drink at the end of the working week.
We considered, however, that the prominent focus on a bottle of gin in conjunction with the text “Friday Feels – in minutes […]” suggested that alcohol could help accelerate the feeling of relaxation at the end of the working week, on a day typically associated with socialising in the evening.
Although we acknowledged that the line “in minutes, 24/7” was a reference to the advertiser’s 24-hour delivery service, we also considered that “Friday Feels – in minutes, 24/7”, alongside a picture of gin and tonic bottles only, would be taken to mean that this feeling of relaxation could be achieved at any time of day, by drinking alcohol.
We therefore considered the ad implied that alcohol was capable of improving and changing mood and concluded that it breached the Code.
The ad breached CAP Code (Edition 12) rule 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 the form complained of. We told Quick Commerce Ltd to ensure their ads did not suggest that alcohol was capable of changing mood by, for example, suggesting that it could accelerate feelings of relaxation.
