Greene King has been cleared of encouraging irresponsible drinking after a complaint was made about a promotional offer in its pubs.
The brewer and pub owner was cleared after a member of the public complained to industry body The Portman Group about a promotion that offers consumers a free pint if they purchased three pints of the brewer’s beer.
The company issued a collector’s card allowing consumers to take advantage of the offer over the course of three or four visits to its pubs.
However, the Independent Complaints Panel ruled that nothing in the promotional materials encouraged consumers to drink four pints in one session.
David Poley, chief executive of industry body The Portman Group, says firms should use its help notes on on-trade promotions to “avoid getting into difficulties”, adding “they can also promote responsibility through the supply chain by encouraging their business partners to follow our guidance.”
The ruling comes weeks after the Government revealed its proposed code of practice on alcohol promotions, which includes a crack down on “irresponsible” on-trade offers such as “all you can drink for £10” promotions.