Tesco wins naming battle on alcohol range

10 January, 2013

Tesco has won the right to keep the Everyday Value name label on its budget alcohol range after the Independent Complaints Panel decided it does not breach alcohol responsibility rules.

A member of the public lodged a complaint after growing concerned the word ‘everyday’ implied the alcoholic drinks should be consumed on a daily basis, encouraging immoderate consumption.

But Tesco explained Everyday Value had replaced its Tesco Value range on budget products spread across the entire supermarket.

The panel ruled in favour of Britain’s biggest retailer. It decided Tesco had succeeded in designing the packaging so that the word “Everyday” was attributed to value and not to alcohol

The Panel ruled that the packaging did not breach code paragraph 3.2(f) which prevents alcohol and its marketing from encouraging excessive or irresponsible consumption.

Henry Ashworth, Chief Executive of the Portman Group, which provides the secretariat for the Independent Complaints Panel, said: “Alcohol producers must be rigorous in ensuring their product marketing does not promote immoderate consumption. In this case Tesco’s approach was not found in breach, but if alcohol producers are in any doubt they should contact the Portman Group’s free and confidential Advisory Service at the earliest concept stages to seek advice on responsible alcohol marketing.”


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