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Asda has been cleared of targeting children by using brightly coloured images on the packaging of its range of vodka-based drinks.

A member of the public from Lincolnshire had argued that the packaging – which used images of creatures such as scorpions and lizards on 700ml bottles – would appeal to under-18s, contravening the Portman Group's code of practice on the naming, packaging and promotion of alcoholic drinks.

However, the Portman Group's independent complaints panel ruled that Asda's marketing was in compliance with the code.

Portman Group chief executive David Poley said Asda had successfully defended its marketing and that the panel accepted that the images were merely outline drawings.

"Complaints help to keep drinks producers on their toes and provide an important test of compliance with the code," he added.