Asda criticised over soft toy and booze combo
A soft toy gift pack containing alcohol has been removed from sale after breaching The Portman Group's Code of Practice on the Naming, Packaging and Promotion of Alcoholic Drinks.
It is the second time in under a year that the Independent Complaints Panel has decided that alcohol sold along with cuddly toys in ASDA stores would particularly appeal to under-18s.
My biggest concern with this product is that the pack is designed to attract children and I don't think that is right as it has alcohol inside the complainant.
A member of the public from London complained that the 'Chocolate and Cream' gift pack, produced by The Gift Business exclusively for ASDA Stores Ltd, contained a mug, small bottle of liqueur and a soft bear.
David Poley, Chief Executive of The Portman Group, said: "These companies have overstepped the mark with this irresponsible marketing. The Portman Group has repeatedly warned the industry about the risks of selling alcohol with cuddly toys.
"We are pleased that swift action has been taken to remove this product from sale. In future, we hope that all alcohol gift pack producers will seek pre-sale advice on responsible marketing from The Portman Group.
"In fact, specific guidance on alcohol sold with gift packs has been developed to help producers be responsible."
The complainant said: "My biggest concern with this product is that the pack is designed to attract children and I don't think that is right as it has alcohol inside. It is quite difficult to explain this to a six-year-old who picks this up in store."
In its evidence to The Independent Complaints Panel, The Gift Business pointed out that there was a prominent label on the front of the gift pack which stated: "contains alcohol. Not suitable for under-18s."
The product was clearly labelled over 18s only and was obvious to the 30,000 customers who bought one, that it was an indulgent bed time hot chocolate tipple, perfect with slippers, hot water bottle and a dressing gownA spokesman for Asda.
However, The Independent Complaints Panel noted that the gift pack was appearing in an environment in which it would be expected readily to be seen by under-18s and concluded that the visual appeal of the gift pack was such that it would have a particular appeal to this audience. Therefore, the Panel decided that the product was in breach of Code paragraph 3.2 (g) because it had particular appeal to under-18s.
A spokesman for Asda told the Morning Advertiser: "We take our role as a drinks retailer very seriously indeed.
"The product was clearly labelled over 18s only and was obvious to the 30,000 customers who bought one, that it was an indulgent bed time hot chocolate tipple, perfect with slippers, hot water bottle and a dressing gown. Frankly to imply otherwise is a nonsense."
