Alcohol Products Must Not Infer Therapeutic Benefits

The product packaging, website and Facebook advertisements for Scapegrace Gin used a prescription box to display the gin bottles and included the wording “Free Healthcare and Mixology advice.” The Facebook posting displayed the product and said “Are you OK? Feeling a bit under the weather? Sounds like you need a Scapegrace Prescription Box to cure your woes.”

The Complainant was concerned that the product packaging mimicked pharmaceutical packaging and the promotional material suggested the product had therapeutic properties, including the ability to "cure woes."

The Advertiser said their promotion was based on the history of gin which was originally sold in pharmacies to be used for medicinal purposes and that there were disclaimers printed on the box stating "this box does not contain any drugs or pharmaceutical items". However, they apologised and withdrew the product from all channels and have also removed any reference to the product in advertising/on social media.

Given the Advertiser’s co-operative engagement with the process and the self-regulatory action taken in removing the product, website listing and Facebook posting, the Chair said that it would serve no further purpose to place the matter before the Complaints Board. The Chair ruled that the matter was settled.

ends

© Scoop Media