Turns out it is financed by NHS Blackpool as part of their contribution to the Drink Wise North West campaign. It all looks rather slick, with videos, dynamic web pages and the like. They're really putting our money where their mouth is, it would appear.
Not that they're convincing anyone, mind, if their polls are anything to go by.
It really is about time someone - at a very high level - asked why we are paying for this nonsense.