ASA bans ‘irresponsible’ Drink Doctor Facebook memes

The UK’s advertising watchdog has banned four Facebook posts by 24-hour alcohol delivery service Drink Doctor, upholding a complaint that they “trivialised alcohol addiction”.

Drink Doctor has been wrapped by the ASA for its Facebook posts

The Advertising Standards Authority (ASA) upheld a complaint against four different posts on Manchester-based Drink Doctor’s Facebook page, seen in December 2016.

One showed a cartoon image of a man drinking wine from a bottle, accompanied by text stating: “People are not addicted to alcohol or drugs, they are addicted to escaping reality.”

Another post read: “According to chemistry, alcohol is the solution.”

The third post showed an image of a man drinking wine from three bottles in one go, accompanied by text stating: “In Jerusalem there is the Wailing Wall. We have the WINEing Wall in Manchester.”

The fourth and final post in question showed an image of musician Noel Gallagher accompanied by text stating: “I see people all the time going to therapy, thinking they’ve got a problem. What’s up with everyone get onit [sic], order a Crateman and live a little…or a lot.”

According to the ASA, Drink Doctor responded by claiming it had attached its brand to popular memes, but that it could “see how sometimes that could be deemed a little inappropriate”.

The ASA said the ads breached the CAP [Committees of Advertising Practice] Code, which states alcohol adverts must not encourage excessive drinking or imply drinking alcohol could help people overcome boredom and other problems.

As such, the posts have been banned and the ASA has warned Drink Doctor about its future marketing practices.