Spiced rum and sex toy gift pack banned

A spiced rum gift pack containing a sex toy and a copy of the Kama Sutra has been discontinued.

The Portman Group’s Independent Complaints Panel (ICP) found Pirate’s Grog Love Potion No.9 Spiced Rum and its gift pack breached two Code rules.

The product was found to directly associate sexual activity and sexual success with alcohol, which is not allowed under Code rule 3.2(d). Furthermore, it was found to suggest it had therapeutic qualities, which could change mood or behaviour under Code rule 3.2 (j).

The complaint against the gift pack by Identity Drinks Brand said: “This can’t be allowed? Sex toys with alcohol.”

Following the ICP’s ruling, the gift pack has been discontinued.

Rachel Childs, chair of the ICP, said: “It is wholly and unquestionably inappropriate for an alcohol product to come packaged with a copy of the Kama Sutra and a sex toy, which the panel unanimously agreed creates a clear association with sexual success and activity.

“I welcome that the gift pack was removed from the market as part of the producer’s response, and that, through the Portman Group’s subsequent engagement with the producer, has now agreed to change both the name and packaging of Love Potion No.9 rum to reflect the decision of the panel.

“It is absolutely vital that producers take into account the Code and ensure alcohol products don’t create any implication that they will assist consumers in sexual success. I would encourage any producers who may be unsure to contact our free and confidential advisory service.”

Earlier this year, the Portman Group – the UK’s alcohol industry regulator and social responsibility body – revealed it had upheld more than double the number of alcohol complaints in 2023 compared with 2022. Almost half were found to appeal to children.