Company: Asda Stores Ltd
Breach: Yes
Final Decision: 4 March 2011

Considered under the 4th Edition of the Code.

Complaint Summary

“The ASDA cider I found in the supermarket has STRONG written in bold capital letters across the label.  This is the predominant word on the packaging and seems to me to flaunt the Code … It seems to contravene the Code’s point about glamourising its alcoholic strength.” 


A member of the public


Under Code paragraph 3.2(a)

A drink, its packaging and any promotional material or activity should not in any direct or indirect way have the alcoholic strength, relatively high alcohol content, or the intoxicating effect, as a dominant theme.


The company’s submission

The company said that they had reviewed the label in light of the complaint and acknowledged that it overly glamorised the alcoholic strength. They therefore undertook appropriately to re-label the product at the first opportunity.

The Panel’s assessment

The Panel noted that the word ‘Strong’ appeared in very bold font across the front label and therefore considered that alcoholic strength was being promoted as the dominant theme. Accordingly, it found the packaging in breach of Code paragraph 3.2 (a).

Action by Company

The company had already agreed to amend the label. No further action needed.