Company: Beveland SA, Spain (Imported by Ultimate Brands Ltd)
Final Decision: 19 October 2007
Considered under the 3rd Edition of the Code.
“This product is surely in clear breach of the code with, I feel, irresponsible and obvious illegal drug references”
Under Code paragraph 3.2(c)
A drink, its packaging and any promotional material or activity should not in any direct or indirect way suggest any association with, acceptance of, or allusion to, illicit drugs.
The company’s submission
The producer maintained that the product was marketed in accordance with the law.
The Panel’s assessment
The Panel, however, was concerned that the word “cannabis”, along with a visual of what appeared to be a cannabis leaf, featured prominently on the label. The Panel considered that this caused the product to have an association with illicit drugs and therefore found the packaging in breach of 3.2(c) of the Code.
Action by Company
Ultimate Brands Limited said that in light of the Panel’s decision they would stop importing the product.