The Portman Group has ruled that the packaging of Tesco’s ‘Everyday Value’ alcohol range does not breach alcohol responsibility rules.
It comes after a member of the public complained that the word ‘everyday’ implied the alcoholic drinks should be consumed on a daily basis.
However, the Portman Group’s Independent Complaints Panel said that whilst ‘everyday’ could imply every day usage, it could also mean ‘commonplace’ or ‘ordinary’.
The Panel also decided that the supermarket giant had designed the packaging so that ‘Everyday’ was attributed to ‘Value’ and not to alcohol. It therefore concluded that the design of the packaging does not instruct people to consume alcohol every day.
Tesco explained that ‘Everyday Value’ had replaced the ‘Tesco Value’ range across the entire shop, and said that alcohol included in the ‘Everyday Value’ range was clearly labelled to help customers understand safe patterns of consumption.
Henry Ashworth, chief executive of the Portman Group, said: “Alcohol producers must be rigorous in ensuring their product marketing does not promote immoderate consumption.
"In this case Tesco’s approach was not found in breach, but if alcohol producers are in any doubt they should contact the Portman Group’s free and confidential Advisory Service at the earliest concept stages to seek advice on responsible alcohol marketing.”
Rulings made by the Panel are published in full on the Portman Group’s website .