A video ad on the online drinks retailer 31Dover.com's website and on Youtube, seen in February 2017, opened on a blurred background and title text The Karma Shotra appeared. Bar paraphernalia including glasses, bottles and a variety of alcohol
products were then shown with doodle drawings such as arms and faces overlaid on them. These characters were shown smiling and touching each other in a sexual manner. Subtitles appeared throughout such as The Cork Screw and The Rim Job ,
each followed by the characters engaging in sexual activity.
Two complainants, who believed the ad strongly linked alcohol to seduction, sexual activity and sexual success, objected that the ad was socially irresponsible and breached the Code.
ASA Assessment: Complaints upheld
The ASA considered that the video as featured on the advertiser's own website and on their YouTube channel was an ad which fell within the remit of the CAP Code. The video featured alcohol products and referred throughout to the website URL where
products could be purchased and was therefore clearly directly connected with the supply or transfer of goods and services provided by 31Dover.com.
We considered that the ad strongly linked alcohol to sexual activity. The ad plainly features sexual innuendo, sexual references and sexual activity in association with the promotion of alcohol products and 31Dover.com. We did not consider that because
there was no human and alcohol interaction and there were no specific alcohol products or brands featured that this impression would have been eclipsed. Because the ad linked alcohol with sexual activity, we concluded it was socially irresponsible and
breached the code.
The ad breached CAP Code (Edition 12) rules 18.1 18.1 Marketing communications must be socially responsible and must contain nothing that is likely to lead people to adopt styles of drinking that are unwise. For example, they should not encourage
excessive drinking. Care should be taken not to exploit the young, the immature or those who are mentally or socially vulnerable. and 18.5 18.5 Marketing communications must neither link alcohol with seduction, sexual activity or sexual success nor imply
that alcohol can enhance attractiveness. (Alcohol).
The ad must not appear again in its current form. We told 31Dover.com to prepare future advertising in a socially responsible way and not to link alcohol to sexual activity in their future marketing communications.