WKD warned for promoting 'sexual and social success'

WKD producer Beverage Brands has removed a selection of images from its website after a ruling by the Portman Group.

Alcohol Concern complained to the drinks watchdog that photos of promotional staff posing with WKD-drinkers indicated an association with sexual and social success.

The Portman Group's Independent Complaints Panel judges that the website breached four Code of Practice rules - for its association with increased popularity, social success, immoderate consumption and using images of people who appeared to be under 25.

David Poley, Portman Group chief executive, said: "It is common for companies to use pictures in promotional materials of consumers enjoying their drink.

"But, in doing so, they should avoid showing anyone who may be drunk or looks under 25 and they must not imply that drinking makes people socially or sexually successful.

"Beverage Brands has moved quickly to change the website but the panel's decision has ramifications for the rest of the industry."

But Karen Salters, marketing director of Beverage Brands, which owns WKD, said the company had been singled out.

She 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."

She added: "In view of the fact that the images on the WKD website are not unusual in any way and are no different to those posted on other alcohol drinks brands' sites we see this not as an issue for the WKD website in isolation, but as an example of how the code is interpreted generally within the industry."