Sexual Success Rule 3.2(d) A drink, its packaging or promotion should not suggest any association with sexual activity or sexual success; Strong sexual images will breach the Code even if nothing directly suggests that the drink enhances the drinker’s sexual capabilities.

Allusions to romance are acceptable under the Code providing there is no suggestion that the alcohol has been the catalyst for the behaviour, is essential to the success of the relationship, and/or has played a role in the outcome of the event.

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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