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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.

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

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