Ten products produced by independent brewer Direct Beers Ltd have been found to breach the Portman Group's Code of Practice on the Naming, Packaging and Promotion of Alcoholic Drinks.
The Independent Complaints Panel ruled that Cat Piss, Dog Piss, Bullshit, Dandelion & Birdshit, Big Cock, Arse Liquor, Puke, Shitfaced, Yellow Snow and Knobhead , all beers, breached the provisions of the Code.
All of the products were found to contravene Paragraph 3.2(h) of the Code, which states that drinks, packaging or promotional material should not have particular appeal to under-18s.
In addition, Puke, Shiitfaced and Knobhead were deemed to encourage illegal, irresponsible, or immoderate consumption (contrary to Paragraph 3.2f). Big Cock and Knobhead were found in breach for suggesting an association with sexual activity (contrary to
Paragraph 3.2d); whilst Shitfaced and Yellow Snow were found in breach for suggesting an association with bravado, violence, aggression, or anti-social behaviour (contrary to Paragraph 3.2b).
Complaints to the Panel regarding Direct Beers' Grumpy Git and Lazy Sod products, however, were not upheld.
All of the complaints about Direct Beers were submitted by the Public Health Team at Newcastle City Council.
Direct Beers asserted that none of its products were intended to appeal to under-18s, and explained that the vast majority of its drinks were sold in person at retail events, where it operated a Challenge 25 policy.
The Panel was concerned, however, that frequent references to scatological humour, defecation, urination, genitalia, vomiting and other bodily functions could prove particularly attractive to under-18s. It also noted that this appeal was exacerbated by
the cartoon illustrations shown on a number of the products.
Henry Ashworth, Secretary to the Independent Complaints Panel, said:
It is vitally important that alcohol producers ensure that their drinks do not in any way appeal to children, encourage violence, anti-social behaviour or immoderate drinking, or make references to sexual activity. There is a place for humour in alcohol
marketing, as the Panel's decisions on Grumpy Git and Lazy Sod show -- but it is important to know where to draw the line."
Direct Beers has not yet confirmed whether it will make any amendments to its products.
A complaint about the packaging of Dragon Soop (500ml can) for encouraging immoderate consumption and appealing to under-18s has not been upheld by the Independent Complaints Panel (ICP).
The complainant, Middlesbrough Council Public Health Team, were concerned that the product encouraged irresponsible consumption as it contained the UK Chief Medical Officers' (CMO) daily unit guidelines for men (3-4 units) and exceeded that for women
(2-3 units). The complainant also considered that the brightly coloured packaging, the cartoon dragon image and product flavour would appeal to younger people.
In considering the product, the Panel referred to previous rulings on 500ml cans and the wider societal context including the Public Health Responsibility Deal pledge which stated that signatories will not produce or sell any carbonated product with
more than (4) units of alcohol in a single-serve can . It was noted that whilst four units of alcohol was on the threshold of the CMOs' lower risk daily guidelines for men (3-4 units) and above for women (2-3 units), taking into consideration all
factors within the context of the case, they concluded that on balance the product did not encourage immoderate consumption. Accordingly, the Panel did not uphold the product under Code paragraph 3.2(f).
The Panel considered whether the product had a particular appeal to under-18s. The Panel noted that whilst some of the colours were bright, the imagery (including the dragon) was neither overly childish nor likely to particularly appeal to under-18s. The
Panel therefore concluded that the product did not breach the Code.
A complaint about the packaging of 5 x 20ml bottles of Mmwah (mixed flavour alcoholic drinks) produced by Harwood Drinks Ltd has
been upheld by the Independent Complaints Panel (ICP) for particularly appealing to under-18s. The ICP did not uphold a further aspect of the complaint which suggested the packaging encouraged immoderate consumption.
The complaint was initiated by a member of the public who, believed that the cute size of the small bottles could lead to immoderate consumption by encouraging snacking on alcohol . The complaint also highlighted the style of writing,
flavours and size of the product packaging as appealing to a younger age group.
The ICP considered the packaging under paragraph 3.2(f) (encouraging illegal, irresponsible or immoderate consumption) and 3.2(h) (having a particular appeal to under-18s) of the Portman Group's Code of Practice on the Naming, Packaging and Promotion of
In considering whether the packaging encouraged immoderate consumption, the Panel noted that the total alcohol content of all five 20ml bottles was 1.5 units. Accordingly the packaging was not considered to encourage immoderate consumption and was not
upheld under Code rule 3.2(f).
The Panel then considered whether the product had a particular appeal to under-18s. The Panel discussed the style of font, product name, colour and imagery used on both the primary and secondary packaging. They considered each aspect individually and
also the overall impression conveyed by the packaging. The Panel concluded that the style of font, bright colours, language and miniature size combined would have particular appeal to under-18s, particularly young girls. Accordingly, the Panel upheld the
complaint under code paragraph 3.2(h).
Secretary to the Independent Complaints Panel, Henry Ashworth said:
When creating packaging and design for an alcoholic product, it is important to consider how all the elements combine so that, however inadvertently, the packaging does not end up having a particular appeal to under-18s. The Portman Group Advisory
Service is on hand to provide free and confidential advice regarding the marketing and packaging of alcoholic products.
Anti-alcohol campaigners, Alcohol Concern, complained to the drinks industry trade group in its self regulating role as drinks censor:
We would like to ask the Panel to consider whether the Heineken UK beer packaging and marketing using an image of the armed character of James Bond is in breach of Section 3.2(b) of the Code, which states that a drink, its packaging and any
promotional material or activity should not in any direct or indirect way... suggest any association with bravado, or with violent, aggressive, dangerous or anti-social behaviour .
We note that in May 2012, the Panel ruled against a pump clip produced by the Ramsgate Brewery since it felt that the Kray Twins [shown on the clip] were intrinsically linked with violence and aggression and were also relevant and contemporary
. We would maintain that this is equally true of James Bond, particularly given the high degree of violence in recent Bond films.
Given that James Bond is a character who is also well known for his sexual success and unusually heavy drinking, we suggest that this marketing campaign is also in breach of Sections 3.2(d) and 3.2(f) of the Code, which prohibit any association direct
or indirect with sexual activity or sexual success or with irresponsible or immoderate consumption .
Portman Group Decision:
Under Code paragraph 3.2(b): NOT UPHELD
A drink, its packaging and any promotional material or activity should not in any direct or indirect way suggest any association with bravado, or with violent, aggressive, dangerous or anti-social behaviour.
Under Code paragraph 3.2(d): NOT UPHELD
A drink, its packaging and any promotional material or activity should not in any direct or indirect way suggest any association with sexual activity or sexual success.
Under Code paragraph 3.2(f): NOT UPHELD
A drink, its packaging and any promotional material or activity should not in any direct or indirect way encourage illegal, irresponsible or immoderate consumption, such as drink-driving, binge-drinking or drunkenness.
The Panel recognised that James Bond is a brave, daring and sometimes violent fictional character. However, the Panel did not believe that the use of a stylised image of a known fictional character would lead the average consumer to draw similarities
between themselves and the character depicted.
The Panel discussed the use of an image of a pistol, which they considered for some time. The Panel noted that despite the pistol, the image itself is not of a violent nature and does not allude to or focus on violent or aggressive behaviour. In this
case the Panel considered that the pistol is displayed in a stylised pose and is not depicted as being used to shoot or to cause harm, nor is the pistol a prominent feature on the packaging. The Panel agreed that including an image of a gun on packaging
carries a high risk of creating an association with violent behaviour; however, on balance, the Panel were satisfied that the stylised motif of James Bond in his trademark silhouette stance serves mainly to draw attention to the wider James Bond brand
rather than violent behaviour. Accordingly, the Panel did not uphold the product under Code rule 3.2(b).
The Panel considered whether imagery used on the product suggested any association with sexual activity/success or with immoderate/ irresponsible consumption. The Panel could not find any reason why the use of the stylised image of James Bond or
reference to the wider James Bond brand would lead consumers to believe that the product may suggest an association with sexual success/activity or would encourage consumers to consume the product immoderately or irresponsibly. For instance, there were
no other images on the packaging (such as a woman) which could give rise to this association. Accordingly, the Panel did not uphold the product under Code rules 3.2(d) or (f).
The anti-drink campaign group Alcohol Concern has whinged about the packaging for Kopparberg Frozen Fruit Cider. The campaigners claimed that the drink did not make clear that it contained alcohol and that the packaging would appeal to youngsters due to
similarities with an unspecified popular non-alcoholic drink.
The complaint was not upheld by the Independent Complaints Panel (ICP), part of the Portman Group, an industry organisation that censors UK drinks packaging.
The Panel discussed whether the alcoholic nature of the drink was communicated with absolute clarity. They found that the word cider and contains alcohol were prominent on the packaging as was the ABV strength. Accordingly, the Panel did
not uphold the product under Code rule 3.1
The Panel deliberated whether the packaging could particularly appeal to those under 18. The Panel noted a number of significant differences in comparison to the packaging of well-known soft drinks. The product did not have a straw and was not designed
to be consumed directly from the pouch. The product was intended to be taken home, frozen and then poured into a glass. The Panel considered that this ritual was targeted at an adult audience.
The Panel also concluded that the colours used on the packaging, particularly the use of black, gave the product a premium appearance that would be more appealing to adults.
Accordingly, the Panel did not uphold the product under Code rule 3.2(h), particular appeal to children.
A complaint about the packaging of K Cider promoting immoderate drinking and urging the consumer to drink rapidly or down the product in one, has not been upheld by the Independent Complaints Panel of the Portman Group.
The complainant, Portsmouth City Council, believed that the combination of the strength of the product plus the fact the product is served in a 500ml non-resealable can encouraged consumers to drink immoderately. The council commented on the promotional
As once opened [the product] must be consumed or rapidly lose quality of taste etc. This encourages people to drink the entire can in one serving... thus breaching the Portman Group Code under paragraphs 3.2(f) and 3.2 (g).
The product was brought to the attention of the Panel prior to the consultation on the Chief Medical Officers' (CMOs') 2016 Low Risk Drinking Guidelines, and was put on hold until the Guidelines Review had concluded. The Panel noted that the current
CMOs' guidelines did not contain a daily or single occasion drinking guideline, and the Panel could not infer from the evidence presented to the CMOs by the Guidelines Development Group that 4.2 units on a single occasion was an immoderate (whether
because of increased risk to health or safety or otherwise) level of drinking. The Panel therefore concluded that there was insufficient evidence to find a breach of Code paragraph 3.2(f).
The Panel could not see anything on the packaging that would encourage a consumer to drink rapidly or to down a product in one. Accordingly, the Panel did not uphold the product under Code paragraph 3.2(g).
Secretary to the Independent Complaints Panel, Kay Perry said:
Alcohol producers must be mindful not to encourage immoderate or irresponsible drinking when designing the packaging of their products. If they are in any doubt, the Portman Group Advisory Service is free and confidential, and responds to all enquiries
within two working days.
The Portnam Group is a drinks industry panel which investigates complaints about the marketing of alcoholic drinks. The latest
A complaint about the packaging of Old English Gin promoting excessive drinking has not been upheld by the Independent Complaints Panel (Panel).
The complainant believed that due to the fact that the product is sealed with a wine-style cork it is less practical than a more usual spirit closure --.and will encourage purchasers to drink the bottle more quickly than they would otherwise
The Panel were presented with the bottle of Old English Gin sealed to gauge if it could be opened easily. The Panel proceeded to open the bottle and reseal it with the cork. Whilst disappointed with the Company's short response, the Panel found that the
bottle was straightforward to reseal; with the brand name etched upside down on the cork so that when it was inserted into the neck the writing on the cork was the right-way up. The Panel noted this design feature and that the product was unlikely to
deteriorate quickly and therefore would not encourage consumers to drink the product more quickly. The Panel therefore concluded that the product did not breach the Code.