Asda premium cider breaches alcohol promotion rules
Asda's Premium Strong Cider has breached rules on promotion by making alcoholic strength the dominant theme of its packaging.
Drinks watchdog the Portman Group received one complaint that the cider's packaging - featuring the word 'strong' in bold, capital letters - glamourised its alcoholic strength.
An Independent Complaints Panel ruled that the packaging made alcoholic strength its dominant theme and therefore found it in breach of the Portman Group Code on the Naming, Packaging and Promotion of Alcoholic Drinks.
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.”