The Portman Group has ruled that the packaging of Tesco’s ‘Everyday Value’ alcohol range does not breach alcohol responsibility code, after a complaint was made that the word ‘everyday’ implied the alcoholic drinks should be consumed on a daily basis.
In response, Tesco said that ‘Everyday Value’ had replaced the ‘Tesco Value’ range spread across the entire shop of goods, adding that it was ‘Everyday Value’, not ‘Everyday Drinking’.
The Panel agreed that the spirit behind ‘Everyday Value’ lay in the definition of being ordinary, and did not imply every day usage, and concluded that there was no instruction in the design of the packaging that alcohol products should be consumed every day.
Henry Ashworth, chief executive of the Portman Group, which provides the secretariat for the Independent Complaints Panel, said: “Alcohol producers must be rigorous in ensuring their product marketing does not promote immoderate consumption.
"In this case Tesco’s approach was not found in breach, but if alcohol producers are in any doubt they should contact the Portman Group’s free and confidential Advisory Service at the earliest concept stages to seek advice on responsible alcohol marketing.”