Rampant TT, a vodka-based test-tube drink, is to be removed from sale after a complaints panel found its marketing promotes sexual success and irresponsible consumption.
The Independent Complaints Panel ruled that the drink breached six rules in alcohol industry The Portman Group’s code of practice on the promotion, packaging and marketing of alcoholic drinks.
The Panel adds that the alcoholic nature of the drink is “unclear” and that its “packaging urges down-in-one consumption and its publicity material promotes sexual success”.
Rampant TT will be removed from all on and off-trade outlets until its packaging is changed to comply with the Portman Group’s Code.
David Poley, chief executive of the Portman Group, says “dubious” marketing of this kind could encourage irresponsible drinking and invite criticism of the industry.
The decision comes as pressure on the alcohol industry to help curb Britain’s supposed binge drinking culture grows.
Last month, the Government’s chief medical officer Sir Liam Donaldson unveiled plans to set to a minimum price for alcohol in a number of proposals aimed at tacking alcohol misuse.
Sir Liam’s plans followed those announced by the Scottish Government in Government earlier this month that include plans for minimum pricing and a ban on two-for-one promotions.
In addition, the Department of Health’s “Safe. Sensible. Social” alcohol strategy consultation was launched last summer, which includes a proposal that advertisers be forced to include a short public health message, as an “end frame” after TV and cinema ads.