Ramsgate Brewery removes Kray Twins pump clip after Portman Group ruling

Ruling: Ramsgate Brewery stops using Kray Twins pump clip for its Dark Conspiracy beer

A Kent brewery has stopped using an image on one of its pump clips which featured East End gangsters, the Kray Twins, after the Portman Group ruled it breached alcohol responsibility rules.

A member of the public submitted a complaint about the clip for the beer, called Dark Conspiracy, which is brewed by Ramsgate Brewery.

Ramsgate Brewery explained that the image – originating from a David Bailey photograph – had been chosen to reflect the style and origin of the beer and was meant to illustrate the name of the product, conjuring up thoughts of the famous conspiracy between gangsters, the press and politicians.

The Independents Complaints Panel (ICP) concluded that, although the producer had not sought to intentionally associate the product with violence or aggressive behaviour, that there were more appropriate images that could be used to illustrate the conspiracy connection.

Furthermore, the Panel felt that the Kray twins were intrinsically linked with violence and aggression and were still relevant and contemporary figures. The fact that the company had used the image suggested that the company still thought they were relevant.

Henry Ashworth, chief executive of the Portman Group, said: “There is a tough self-regulatory Code in the UK which stops alcohol being marketed through association with violent or aggressive behaviour.

“Original and innovative marketing is a world-class British export and should not be stifled by regulation, but the alcohol industry must show, through a strict set of regulations, that it can market its products responsibly. Producers must exercise careful judgement in this area.”

Ramsgate Brewery cooperated swiftly with the ruling and agreed to cease the use of the image on the pump clips with immediate effect.

The ruling can be read in full on the Portman Group's website.