A complaint that Asda is targeting children through its marketing of a range of vodka-based drinks has been rejected by the Independent Complaints Panel, which makes decisions under the Portman Group's Code of Practice on the Naming, Packaging and Promotion of Alcoholic Drinks.
Images of creatures, such as a scorpion and a lizard, appear on Asda's brightly-coloured 700ml bottles. Flavours include dandelion & burdock and raspberry & vanilla.
A member of the public from Lincolnshire complained that the packaging appealed particularly to under-18s, which is banned under the Portman Group's Code of Practice.
However, the Independent Complaints Panel, chaired by Sir Richard Tilt, former Director General of the Prison Service, decided that the marketing did comply.
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