Company: Intercontinental Brands (ICB) Ltd
Final Decision: 1996
Considered under the 1st Edition of the Code.
“The name could be interpreted as being associated with both anti-social or dangerous behaviour and with the irresponsible use of alcohol.”
The Panel noted the company’s claim that it had aimed the product particularly at Afro-Caribbean consumers, and that the name was linked with a ‘well-known landmark in Jamaica’. However, even if that were the case, the sale of the product was not limited to Afro-Caribbean consumers. Nevertheless, in the Panel’s view the expression ‘risky business’ did not condone anti-social, dangerous or irresponsible behaviour or consumption in any context.
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