Ad For Breathalyser Aimed At Breastfeeding Mums Is Banned
An ad for a breathalyser aimed at breastfeeding mums has been banned [Photo: Rex Features]
A breathalyser which promises to help breastfeeding mums monitor their alcohol consumption might sound like a dream product, but an ad promoting such a device has recently been banned by the UK advertising watchdog.
The VicTsing digital alcohol breathalyser, for sale on Amazon’s Marketplace, a sort of version of eBay that allows sellers to advertise online, claimed to provide the same level of ‘professional accuracy’ as breathalysers used by the police.
The product was the brainchild of Chinese company, Shenzhen Weirongqun Keji, who under the VicTech brand, described the item as a ‘good companion’ for breastfeeding mums who want to know if they can feed their bubba after one too many glasses of prosecco.
But rival breathalyser company, AlcoDigital complained to the Advertising Standards Authority accusing the advert of over-egging the capability of the product, arguing that it was ‘irresponsible’ to say it could deem it safe for mums to feed their child.
One glass too many? The ASA said the advert was ‘irresponsible’ and ‘misleading’ [Photo: Rex Features]
Upholding the complaint, the ASA said the company’s ad didn’t provide any evidence that the product could provide results as accurate as a police breathalyser. And because of that breastfeeding mums could not necessarily rely on the outcome of the breath test. Banning the advert for making misleading and irresponsible claims, the ASA issued the following statement:
“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,” they explained.
“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.”
But though this particular product’s safety claims don’t stack up, there could definitely be a market for a safe and rigorously tested ‘breastalyser’ (geddit?)
Now where did we put that application for Dragon’s Den?
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