ASA rejects complaint by Alcohol Concern against Dooley’s drink ad

Alcohol Concern has complained to the Advertising Standards Authority (ASA) about a magazine ad for United Brands’ Dooley’s liqueur, but the complaint has not been upheld.

The alcohol abuse charity complained that the ad – which was created by Good Ideas and showed a woman with her mouth open, eyes shut and her head thrown backwards as her chin was licked by a man – suggested that the drink could enhance sexual success or capability.

The ASA ruled that the image was playful and not overtly sexual and that it did not link consumption of alcohol with sex.

The ASA also threw out complaints against a Nestlé Yorkie advertisement feature and pullout page stickers in EMAP’s FHM magazine.

The advertorial was headlined “Size Matters” and the stickers said “It’s not for girls”, showing a circular road sign of a woman with a red line through the middle. The complainant objected that the advertorial was offensive because its main purpose was to degrade women.

The ASA ruling states that the advertorial was likely to be seen as humorous, not as degrading or offensive, by readers of the magazine and that it was unlikely to cause serious or widespread offence.

Latest from Marketing Week

NOT REGISTERED? IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now

THE BEST CONTENT

Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

If you are looking for our Jobs site, please click here