Engine Gin rapped for ‘therapeutic’ link

The Portman Group has upheld a complaint against Engine Organic Gin for its suggestion of possessing therapeutic qualities.

A complaint made by a member of the public concerned the London Dry gin brand’s implication that the spirit could change a consumer’s mood, with a label that reads ‘sage and lemon is a traditional remedy to cure a sour mood’.

This suggests that consumption of the drink could ‘cure’ a consumer’s bad mood, the panel said.

Nicola Williams, chair of the Independent Complaints Panel, said: “Linking alcohol with improving a consumer’s mood is a clear infringement of the Code and alcohol producers should not suggest their drink has therapeutic qualities.

“Producers should carefully consider every aspect of a product’s marketing and packaging to ensure such suggestions are avoided.”

The Panel also pointed out that the suggestion of a ‘cure’ could ‘directly appeal to those with poor mental health’, who may be ‘more susceptible’ to substance misuse.

In addition, the words ‘fuel the dream’ on the front label led to complaints of the drink implying it has a therapeutic quality, which the panel claim is backed under Code rule 3.2(j), which states that a drink should not suggest that the product has therapeutic qualities. The complaint was ultimately upheld under this code.

The complaint was not upheld under four other Code rules, including the suggestion that consumption can lead to social success or popularity, or that the drink encourages illegal, irresponsible or immoderate consumption, such as drink-driving, binge-drinking, or drunkenness.

The panel also noted that there were ‘numerous positive alcohol cues’ presented on both the front and back label that ‘sufficiently communicated’ the drink’s alcoholic nature with absolute clarity.

The CEO of The Portman Group recently commented on whether a proposed crackdown on alcohol advertising in Scotland could cause damage to Scotch tourism.