Red Army vodka breaches ad rules

09 April, 2014

Red Army vodka, which is sold in a glass bottle shaped like a gun, has breached alcohol responsibility rules for its association with violence and aggression.

A complaint was submitted by the Responsible Retailing Code of Northern Ireland, which claimed the product was closely linked with violent, aggressive, dangerous and anti-social behaviour.

Producer Bartex protested its innocence and said it was never its intention to “create or promote violence”.

But the Portman Group’s Independent Complaints Panel concluded that the name and the packaging were “entirely inappropriate for an alcoholic drink”.

It found the brand breached Code paragraph 3.2(b) and has urged retailers not to place orders for the product.
Henry Ashworth, chief executive of the Portman Group, said: “Strict UK alcohol marketing rules specifically prohibit an alcoholic drink from being sold if it has any association with bravado, or with violent, aggressive, dangerous or anti-social behaviour.

“On this occasion, the panel ruled that the product name in the context of the packaging, together with the packaging itself, was too strongly linked to these themes. We therefore appeal to retailers not to stock the product its current packaging after June 20.”




Bookmark this


Site Search

COMMENT

Looking back to look forward

Wine is a liquid time capsule. Drinking older vintages not only recalls the weather conditions and winemaking styles of the past, it encourages us to reflect upon our own histories. Such reminiscence often inclines towards romanticised nostalgia. Especially after the second bottle. But looking back is a great way of learning about the future.

Click for more »
Upcoming events

Polls

Is blended Scotch overshadowed by single malt in retailers?

  • Yes
  • No
  • Don't know

Facebook

Twitter