Asda has been forced to change its marketing of one of its own-label ciders following a complaint about the product’s labelling.
The complaint was made by a member of the public to alcohol responsibility watchdog Portman Group in relation to the two-litre bottle of Asda’s Premium Strong Cider brand.
The shopper claimed that the word “strong”, written in bold capital letters across the label, “glamourised” the product’s alcoholic strength.
The Portman Group’s independent complaints panel ruled the packaging made alcoholic strength its dominant theme, and was therefore in breach of the group’ Code of practice, which covers the naming, packaging and promotion of alcoholic drinks .
Asda has since altered the label of its own-label cider . A spokeswoman for the supermarket giant said: “We are grateful to the Portman Group for raising this issue with us last year. We take our responsibility as an alcohol retailer very seriously, which is why we acted immediately to redesign the label.”
David Poley, chief executive of the Portman Group, said: ” Drinks companies must not market their products on the basis of their alcoholic strength and the Portman Group Code makes this very clear.”
“We welcome that Asda has acknowledged the problem and taken rapid action to change its labelling.”
“We urge all drinks companies to stick to the responsibility rules and to contact the Portman Group if they have any doubts about what constitutes responsible marketing.”
