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Lager stripped after breaching code
11 April, 2007
A Belgian lager with a risque label has been removed from sale for violating The Portman Group's Code of Practice
Bottles of Belgian lager featuring a picture of a woman with a removable swimsuit have been stripped from sale for infringing The Portman Group’s code.
Rubbel Sexy Lager was being sold with labels that could be scratched off to reveal a naked woman, and the Independent Complaints Panel ruled that the name of the drink and the swimsuit were associated with sexual success.
The panel acted after a complaint was received from Buckinghamshire Trading Standards.
The lager, produced by Brouwerij Huyghe and imported into the UK by Beer Paradise Ltd, has been withdrawn from sale as a result of the ruling.
David Poley, chief executive of The Portman Group, said: “Some people might think this is harmless fun but there is a serious issue involved. The industry has set itself strict marketing rules and this drink has fallen short of those high standards.”
Readers' comments
Ridiculous, deodorant, cars, aftershave, food etc etc are ALL advertised with sexual success connotations, beer however can't be when it's the most likely to succeed! The world has gone mad and I'm ashamed to live in Bucks!