Portman rejects complaint against Baileys

Industry watchdog the Portman Group has rejected Alcohol Concern’s complaint against a countertop display and press release for Baileys cream liqueur.

This countertop display for Baileys cream liqueur has been criticised by Alcohol Concern

Alcohol Concern expressed concern that the display encouraged “irresponsible or immoderate consumption” since it was designed to “promote impulse purchases of alcohol”.

The charity said that a press release sent out by brand owner Diageo was “of interest” because it “clearly” states a purpose to encourage impulse alcohol purchases.

However, Portman Group’s Independent Complaints Panel (ICP) examined the unit and found that while it had been “designed to drive sales” there was “no link between an impulse purchase and irresponsible or immoderate consumption”.

‘‘It is vital that alcohol packaging or marketing whilst promoting sales of the product does not encourage irresponsible or immoderate drinking,” said Henry Ashworth, secretary to the ICP.

“In this case, the complaint was not upheld and we would like to remind producers that the Portman Group’s advisory service provides free and confidential advice.”

Earlier this year, the UK’s Advertising Standards Authority (ASA) defended a Christmas advert for Baileys, which Alcohol Concern called “irresponsible” for implying the “success of a social occasion depended on the presence or consumption of alcohol”.