Portman rap for Asda over cider

04 March, 2011

Asda has been found in breach of the Portman Group’s code of practice over the labelling of an own-label cider.

The independent complaints panel of the industry’s marketing and packaging watchdog ruled that the label of Asda’s 2-litre bottle of Premium Strong Cider contravened the code because it made alcoholic strength a dominant theme.

The panel was responding to a complaint from a member of the public about the 5.3% abv cider.

Chief executive David Poley said: “Drinks companies must not market their products on the basis of the alcoholic strength and the 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.”

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