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Watchdog bans ad for breathalyser aimed at breastfeeding mothers Watchdog bans ad for breathalyser aimed at breastfeeding mothers
(6 months later)
An ad promoting a breathalyser for mothers to monitor their alcohol consumption before breastfeeding has been banned by the UK advertising watchdog.An ad promoting a breathalyser for mothers to monitor their alcohol consumption before breastfeeding has been banned by the UK advertising watchdog.
A product ad on Amazon.co.uk’s Marketplace, which allows customers to sell items online, promoted the VicTsing digital alcohol breathalyser , which it said provided the same level of “professional accuracy” as those used by the police.A product ad on Amazon.co.uk’s Marketplace, which allows customers to sell items online, promoted the VicTsing digital alcohol breathalyser , which it said provided the same level of “professional accuracy” as those used by the police.
The product listing, posted by a Chinese parent company called Shenzhen Weirongqun Keji under the VicTech brand, promoted it as a “good companion” for breastfeeding mothers who want to know whether it is OK to feed their child after drinking.The product listing, posted by a Chinese parent company called Shenzhen Weirongqun Keji under the VicTech brand, promoted it as a “good companion” for breastfeeding mothers who want to know whether it is OK to feed their child after drinking.
The Advertising Standards Authority received a complaint from rival breathalyser company AlcoDigital arguing that the ad exaggerated the capability of the product and that it was irresponsible to say it could indicate to breastfeeding mothers whether it was safe to feed their child.The Advertising Standards Authority received a complaint from rival breathalyser company AlcoDigital arguing that the ad exaggerated the capability of the product and that it was irresponsible to say it could indicate to breastfeeding mothers whether it was safe to feed their child.
The ASA said it was concerned at Shenzhen Weirongqun Keji’s lack of response to its investigation and “apparent disregard” for the UK advertising code.The ASA said it was concerned at Shenzhen Weirongqun Keji’s lack of response to its investigation and “apparent disregard” for the UK advertising code.
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It said the company’s ad did not provide any evidence that its product could deliver results as accurate as a police breathalyser, and therefore that breastfeeding mothers could rely on it.It said the company’s ad did not provide any evidence that its product could deliver results as accurate as a police breathalyser, and therefore that breastfeeding mothers could rely on it.
The watchdog banned the ad for making misleading and irresponsible claims.The watchdog banned the ad for making misleading and irresponsible claims.
“We told Shenzhen Weirongqun Keji not to make claims which stated or implied that the product could accurately measure blood alcohol content levels, including those which implied the product could be used as an aid for breastfeeding mothers,” ruled the ASA.“We told Shenzhen Weirongqun Keji not to make claims which stated or implied that the product could accurately measure blood alcohol content levels, including those which implied the product could be used as an aid for breastfeeding mothers,” ruled the ASA.
“We also told them not to make claims which stated or implied that the product had the same level of accuracy at detecting blood alcohol levels as breathalysers used by the police.”“We also told them not to make claims which stated or implied that the product had the same level of accuracy at detecting blood alcohol levels as breathalysers used by the police.”