Asda told to change its 'strong' cider labels

SUPERMARKET giant Asda has received a rap on the knuckles from an alcohol responsibility watchdog over its marketing of a high-alcohol cider.

A member of the public complained to the Portman Group about a two-litre bottle of the Asda own-label cider with an alcoholic strength of 5.3 per cent.

The shopper claimed that the word "strong", written in bold capital letters across the label, "glamourised" the product's alcoholic strength.

An Independent Complaints Panel ruled that the packaging made alcoholic strength its dominant theme and was in breach of the Portman Group Code.

David Poley, head of the Portman Group, which oversees compliance with the responsibility code, said: "Drinks companies must not market their products on the basis of their alcoholic strength and the code makes this very clear. We welcome that Asda has acknowledged the problem and taken rapid action to change its labelling.

"We urge all drinks companies to stick to the responsibility rules and to contact the Portman Group if they have any doubtsabout what constitutes responsible marketing."