UK: Alcohol in Emergency ad banned by watchdog

By just-drinks.com editorial team | 5 August 2009

An advert for an alcohol delivery service in the UK has been banned by the Advertising Standards Authority (ASA), following a complaint that it was "offensive".

The advert circular, distributed by AlcoholInEmergency.co.uk, stated: "A in E Southampton's premier drink delivery service. Your quick link to drink."

A complaint to the advertising watchdog suggested the play on words "A&E" was offensive in light of the number of alcohol related casualties and that the ad "encouraged an "rresponsible attitude" to drinking alcohol by portraying alcohol as "indispensible".

In response, AinE said the phrase was used for brevity in the ad and that it would not use it in future ads.

The company also said that "alcohol in emergency" was its trading name and that it was unable to remove it from marketing communications. The company argued that it was not a play on the phrase "Accident and Emergency."

The ASA welcomed AinE's assurance that it would no longer use the abbreviation "AinE", but said the ad breached a number of codes on social responsibility, decency and alcoholic drinks.

The watchdog, in a ruling published today (5 August), concluded that the ad must not appear again in its current form.

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