Therapeutic Qualities Rule 3.2(j) A drink, its packaging or promotion should not suggest that the product has therapeutic qualities, can enhance mental or physical capabilities, or change mood or behaviour.

Any direct or implied suggestion that consumption of alcohol has helped the consumer relax is likely to be unacceptable under the Code. 

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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