22/08/2000
Company: Interbrew UK Ltd
Breach: Yes No
Complaint Summary:
"The product does not, by means of its labelling, make it sufficiently clear that it is of an alcoholic nature.
The packaging is clearly designed to appeal to under 18s.
The word "Vodka" is in very small lettering and not prominent."
Complainant: GBL International Limited
Decision:
Complaint under Code paragraph 3.1(a) UPHELD
Complaint under Code paragraph 3.1(h) NOT UPHELD
Complaint under Code paragraph 3.2(i)(b) UPHELD
The Panel considered that neither the alcoholic strength or nature of the product were sufficiently clearly communicated. The label on the bottle was small and might not always be visible when the product was displayed. The product might easily be displayed with the label facing towards the back of a display unit, particularly as the bar coes on the label made it appear that the label was for the back of the product. The word 'vodka' and the ABV were extremely small and difficult to read. Hence the Panel UPHELD the complaint under paragraph 3,1(a) of the Code.
The Panel did not think that the brand name, product descriptor, packaging or labelling of the product were more likely to appeal to under 18s than to adults, and thus DID NOT UPHOLD the complaint under paragraph 3.1(h) of the Code.
In the Panel's view, the overall appearance of the product was not clearly one of adult appeal, and the word 'vodka' was not sufficiently prominent on the label. Hence, the Panel UPHELD the complaint under paragraph 3.1(i)(b) of the Code.
Action by Company: The Panel is pleased to note that the company is in communication with the separate Portman Group Advisory Service and intends to comply with the Code.
Code Paragraphs: 3.1(a), 3.1(h), 3.2(i)(b)
back
