Tesco Everyday Value alcohol range not in breach of code, Portman Group rules

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The Portman Group has ruled that Tesco's budget alcohol lines do not breach responsibility rules after a consumer complained that its Everyday Value branding encouraged immoderate consumption.

 

The alcohol producers' social responsibility body had received a complaint that the word "everyday" implied that alcoholic drinks should be consumed on a daily basis.

 

Tesco's Everyday Value range replaced the Tesco Value range last year and includes products across a range of different categories.

 

Tesco said that its alcohol products were clearly labelled to help customers understand safe drinking and pointed out that the range was called Everyday Value, not Everyday Drinking.

 

The Portman Group's independent complains panel noted that while"everyday" could imply every day usage, it could also mean "commonplace" or "ordinary".

 

It ruled that Tesco had successfully designed the package so that "everyday" was attributed to the "value" and not to alcohol, and concluded that there was no suggestion on the packaging that alcohol should be drunk every day.

 

"Alcohol producers must be rigorous in ensuring their product marketing does not promote immoderate consumption. In this case Tesco's approach was not found in breach, but if alcohol producers are in any doubt they should contact the Portman Group's free and confidential advisory service at the earliest concept stages to seek advice on responsible alcohol marketing," said Portman Group chief executive Henry Ashworth.

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