Dr Von Hyde’s herbal liqueur  has been found in breach of the drinks industry watchdog’s marketing guidelines over medical claims made in its promotional material.

Cellar Trends submitted the complaint about Dr Von Hyde’s, which is imported by Poison Distribution.

The complainant believed the use of the word ‘Dr’  and phrases in the product’s trade promotional material, which included: "Things will just feel better", "Medication for the masses" and "Cure for all", suggested the product could enhance mental and physical capabilities.

Poison Distribution strongly denied the suggestion, and said ‘Dr’ was commonly used without any misconception of medical benefits.

The Independent Complaints Panel (ICP) ruled that the use of ‘Dr’ did not position the product as a medicine. But they ruled that additional claims such as, “for top patients only” and “potions, preparations and cures” did position the product as a medicine which breached its code of practice.

Henry Ashworth, chief executive of the Portman Group, said: “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.”

Poison Distribution has agreed to amend its promotional material.