Labelling

Portman Group has rejected a complaint from Alcohol Concern that the label on a bottle of Dorothy Goodbody Wholesome Stout breached its code of practice on the packaging, naming and promotion of alcoholic drinks.

Alcohol Concern complained to the alcohol watchdog that the label, which depicted a drawing of a young woman "whose dress is pulled back to reveal her thighs", was "sexually suggestive" and contravened the code.

But the Independent Complaints panel accepted the argument of the drink's producer, Wye Valley Brewery, that the label image was intended to capture the spirit of "fun and innocence" of 1950s Herefordshire.

Portman Group chief executive David Poley said Wye Valley Brewery had not crossed the line "from acceptable to irresponsible marketing".

The Independent Complaints Panel said the image was "slightly saucy" but in the style of an old-fashioned seaside postcard. Although the name 'Goodbody' had slight sexual connotations, it also referred to the nature of the drink.

The panel decided the drink was not in breach of the Portman Group's code because the label featured "just a drawing rather than a real woman" and the sexual connotations were "so mild".

The code covers a drink's name, packaging and all promotional material. It does not apply to advertising, which is regulated by the Advertising Standards Authority.

Last week, Portman Group said it had appointed consultants to undertake a random audit of 500 beers, wines and spirits to assess if they breached its code.