The Independent Complaints Panel (ICP) has upheld a complaint against SkinnyBrands’ 330ml Skinny Lager four-packs.
The complaint was made by Zenith Global Commercial Ltd, as part of the Portman Group’s independent proactive audit of the UK market, it says.
The complainant was concerned that the product name and fitness illustrations on the secondary packaging of the pack of four 330ml bottles suggested the product supported a healthy lifestyle and weight loss.
The Panel considered the complaint under Code Rule 3.2(j), whereby a drink and its packaging “should not in any direct or indirect way suggest that the product has therapeutic qualities, can enhance mental or physical capabilities or change mood or behaviour”.
The Panel considered the name ‘Skinny’ and concluded that the name on its own did not breach the Code, as it was being used to refer to the drink’s reduced energy content and did not make an implied health claim.
However, when considering the product’s overall impression, it considered that the name - combined with the sporting imagery - went beyond factually communicating a reduced energy claim. This was compounded by the clear and direct link to consumption of the drink, which created a relationship between physical exercise, weight maintenance and consumption.
Therefore, the Panel concluded that Skinny, when presented alongside multiple depictions of fitness activities, reinforced the perception that the drink could support and aid a healthier lifestyle, and upheld the complaint.
The producer is now working with the Portman Group’s Advisory Service to amend the packaging.
Rachel Childs, chair of the ICP, said: “Creating an association between sport and alcohol is not inherently problematic but there must be no suggestion that alcohol can enhance a consumer’s physical capabilities or aid weight loss.”
CEO of SkinnyBrands, Adrian Hirst, responded: “We accept the panel’s viewpoint on our sporting illustrations and will update our packaging to reflect the decision. We’re pleased that the panel considered the name Skinny and concluded that on its own it did not breach the Code, as it was being used to refer to Skinny Lager’s reduced energy content which is an allowable nutrition claim.”
No comments yet