WKD 'disappointed' at Portman ruling
WKD owner Beverage Brands is "disappointed" at being "singled out" by the Portman Group in a crackdown on pictures of "real people" on marketing material.
Portman Group has issued new advice to ensure drinks producers act responsibly when showing "real" people in marketing, particularly on-line.
This came after Beverage Brands removed pictures from the WKD website showing people who attended WKD-sponsored events.
Portman's Independent Complaints Panel (ICP) upheld a complaint from Alcohol Concern and said the pictures broke the code on responsible marketing.
The ICP said some of the people appeared under-25 and there was "physical contact" between consumer and promoter.
Some images suggested a link between WKD and "social success" and there were "ambiguous images of drunkenness" - one picture showed a man with his head slumped forward.
Disappointed
Beverage Brands marketing director Karen Salters said: "We are disappointed that WKD alone is being penalised for what is essentially a widespread industry interpretation of the Code, but as members of the Portman Group we will clearly abide by the decision.
"The photographs in question simply featured consumers in a social setting posing for photographs either with their friends or promotional staff and were displayed in good faith.
"They are the types of photographs that you see posted on a number of other alcohol drinks brands' sites, some of which also feature videos of consumers in a similar vein.
"Although the WKD website has been singled out in this particular instance, the ruling will have ramifications for several other companies and brands in the alcohol drinks industry."
She added that the company took social responsibility "very seriously" and regularly briefed staff on industry guidelines and its own Beverage Brands Code of Conduct.
New advice
Portman's new advice says it's okay to show people having a good time but there's a "danger that close physical interaction between attractive promotional staff and consumers will suggest an association with sexual success".
It urges against showing promotional staff in revealing outfits and punters who may appear drunk.
David Poley, Portman Group chief executive, added: "This is a decision made by the Independent Complaints Panel which will have ramifications for other companies.
"That's why we'd urge all producers to read the Help Note and if they are still unsure they should consult our Code Advisory Service for confidential advice. We also give unsolicited advice to companies where we spot potential Code breaches."
