ASA Adjudication on Frank Solutions

Ad

A circular, for a late-night alcohol delivery service, stated "NEXT TIME YOU GET CAUGHT SHORT CALL FRANKS-CAMBRIDGE'S ONLY LATE NIGHT ALCOHOL DELIVERY SERVICE!... STRICTLY OVER 18'S ONLY". The ad depicted a man, who appeared to be made from lego, urinating onto a lego-like building block.

Issue

The complainant said she found the ad offensive and believed it might appeal to under 18s.

CAP Code (Edition 11)

Response

Frank Solutions did not respond to our enquiries.

Assessment

Upheld

The ASA was concerned by Frank Solutions' lack of response and apparent disregard for the Code, which was a breach of CAP Code clause 2.6 (Non-response). We reminded them of their obligations under the Code and told them to respond promptly in future.

We noted the ad stated "STRICTLY OVER 18'S ONLY", however, we considered that, because lego was a brand of toy familiar to most children, the image of the lego-like man urinating could appeal to children. Although we considered that the ad was unlikely to cause serious or widespread offence to most adults, we concluded the image was socially irresponsible when used in an ad for an alcoholic-drinks delivery service.

The ad breached CAP Code clauses 2.2 (Social responsibility), 56.5 and 56.7 (Alcohol and young people).

Action

The ad must not appear again in its current form. We told Frank Solutions to respond promptly to our enquiries in future. We told them not to use images likely to appeal to children in ads for their alcohol delivery service.

Adjudication of the ASA Council (Non-broadcast)