Rapid Drinking Rule 3.2(g) A drink, its packaging or promotion should not urge the consumer to drink rapidly or to ‘down’ a product in one.

Certain terms, for example “shooter” or “slammer”, strongly imply a particular style of consumption that their use on a drink’s packaging is likely to cause the ICP to find the product in breach of the Code.

If a product cannot be resealed and cannot easily be set down, then such packaging design has an increased risk of breaching the Code for effectively urging ‘down-in-one’ consumption.

For more information on this rule, please find our attached guidance document here.

Below you can find examples of products considered under this rule and the decision made by the Independent Complaints Panel:

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