The alcohol industry’s Independent Complaints Panel has upheld a complaint against Skinny Brands’ Skinny Lager 4 pack 330ml bottles. The complaint was made by Zenith Global Commercial Ltd, as part of the Portman Group’s independent proactive audit of the UK market[1]. Read the full decision here.
The complainant was concerned that the product name and fitness illustrations on the secondary packaging of the pack of four 330ml bottles suggested that the product supported a healthy lifestyle and weight loss.
The Panel considered the complaint under Code Rule 3.2(j), whereby a drink and its packaging should not in any direct or indirect way suggest that the product has therapeutic qualities, can enhance mental or physical capabilities, or change mood or behaviour.
The Panel considered the name ‘Skinny’ and concluded that the name on its own did not breach the Code as it was being used to refer to the drink’s reduced energy content and did not make an implied health claim. However, when considering the product’s overall impression, the Panel considered that the name, combined with the sporting imagery, went beyond factually communicating a reduced energy claim. This interpretation was compounded by the clear and direct link to consumption of the drink, which created a clear relationship between physical exercise, weight maintenance and consumption of the beer.
Therefore, the Panel concluded that the name ‘Skinny’, when presented alongside multiple depictions of fitness activities, reinforced the perception that the drink could support and aid a healthier lifestyle. Taking the above points into account, the Panel upheld the complaint.
The producer is working with the Portman Group’s Advisory Service to amend the packaging.
Chair of the Independent Complaints Panel, Rachel Childs, said: “Creating an association between sport and alcohol is not inherently problematic but there must be no suggestion that alcohol can enhance a consumer’s physical capabilities or aid weight loss.”
CEO of SkinnyBrands, Adrian Hirst said: “We accept the panel’s viewpoint on our sporting illustrations and will update our packaging to reflect the decision. We are pleased that the panel considered the name ‘Skinny’ and concluded that the name on its own did not breach the Code as it was being used to refer to Skinny Lager’s reduced energy content which is an allowable nutrition claim.”
[1] Part of the independent proactive audit of the Naming and Packaging of Alcoholic Drinks Code, Sixth Edition Amended