Portman slams liqueur for medical claims

The Portman Group has found Dr Von Hyde’s Herbal Liqueur to be in breach of the drinks industry’s Code of Practice as a result of medical claims within the brand’s promotional material.

Dr Von Hyde’s Herbal Liqueur

Imported Poison Distribution had denied claims by Cellar Trends that the use of the word “Dr” as well as phrases such as “Things will just feel better”, “Medication for the masses” and “Cure for all” suggested that the product could enhance physical or mental capabilities

However, the Independent Complaints Panel concluded that, while “Dr” did not contravene the Code of Practice, claims on the promotional material including “for top patients only” and “potions, preparations and cures” did position the product as a medicine. The Panel therefore found this material in breach of the Code.

Henry Ashworth, chief executive of the Portman Group, which manages the Independent Complaints Panel, explained: “There is a tough self-regulatory Code in the UK which stops alcohol being marketed on the basis that it can enhance physical or mental capabilities.

“The Code is not in place to smother creative marketing, but the alcohol industry must abide by the regulations and demonstrate they can market their products responsibility.”

As a result of this ruling, Poison Distribution has agreed to work with The Portman Group’s Advisory Service to amend its promotional material.

For full details of the Group’s ruling on this case, click here.