A complaint made against Asda’s marketing of alcoholic drinks has been rejected by the Independent Complaints Panel under the Portman Group’s Code of Practice.
The UK’s second largest supermarket chain was accused of marketing its own label vodka-based drinks to shoppers under the age of 18.
A member of the public from Lincolnshire complained that the packaging on the the retailer’s brightly-coloured 700 ml bottles, which features images of creatures, such as a lizard and a scorpion, would appeal to under-18s.
By doing so, the packaging would be breaking regulations set by the Portman Group’s Code of Practice on the Naming, Packaging and Promotion of Alcoholic Drinks .
But, the Independent Complaints Panel responded by deciding that the marketing does comply with the Code of Practice.
David Poley, Chief Executive of the Portman Group – the social responsibility body for drinks producers – commented: “Asda was accused of using images of creatures on colourful bottles which would have particular appeal to children, but the company has successfully defended its marketing .”
“The Panel accepted that the images were merely outline drawings and that the marketing was not targeted at under-18s.”
He added: “Our advisory service is busier than ever which demonstrates the influence the Code continues to exert on the marketing activities of drinks producers . But we urge people to remain alert and to report any concerns about alcohol marketing to the Independent Complaints Panel.”
“Complaints help to keep drinks producers on their toes and provide an important test of their compliance with the Code.”
Flavours in the vodka-based range include raspberry and vanilla, dandelion and burdock, and tropical twist.
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