Strength

Rule 3.2 (a) A drink, its packaging or promotion should not give the higher alcoholic strength, or the intoxicating effect, undue emphasis. A product’s lower alcoholic strength may be emphasised proportionately when it is below the average strength for similar beverages. Factual information about alcoholic strength may be given.

Producers can draw attention to products which are below the average strength of similar drinks by making the lower strength a dominant theme. This was disallowed under the old strength rule.  This change will support industry’s pledge under the Government’s Responsibility Deal to remove one billion units from the alcohol market by introducing and promoting new low and lower alcohol ranges. Read more

Need help? Contact the Portman Group Code Advisory Service.

Click below to see the latest examples of products considered under each rule and the decision made by the Independent Complaints Panel. You can find all the complaint decisions here.