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.”




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