Sexy Lager's naked lady stripped by watchdog
Bottles of a Belgian lager displaying a picture of a woman whose clothing can be removed have been stripped from shelves for breaching The Portman Group's rules.
Labels of 'Rubbel Sexy Lager' show the young lady wearing a swimsuit that can be scratched off to reveal her naked.
Some people might think this is harmless fun but there is a serious issue involved David Poley, chief executive of The Portman Group
Buckinghamshire Trading Standards complained to the drinks watchdog which ruled the name of the drink and the swimsuit feature were associated with sexual success.
This is banned under The Portman Group's Code of Practice on the Naming, Packaging and Promotion of Alcoholic Drinks.
The drinks, produced by Brouwerij Huyghe and imported into the UK by Beer Paradise Ltd, have been withdrawn from sale following the complaint decision.
David Poley, chief executive of The Portman Group, said: "Some people might think this is harmless fun but there is a serious issue involved.
"Drinking excessively can affect people's judgement and behaviour leading to them engaging in sexual activity which they later regret.
"Our Code disallows drinks marketing being linked to sexual success.
"The industry has set itself strict marketing rules and this drink has fallen short of those high standards."
