Test tubes do not encourage binge drinking

11 May 2010. The Portman Group, UK Self-regulatory body, has ruled that 'shooters' do not encourage binge drinking

According the Portman Group, which has members including Diageo, Bacardi, Carlsberg and Stella Artois, Alcohol companies that promote drinks by marketing them in test tubes are not fuelling binge drinking.

Alcohol Focus Scotland, the Scotish national charity for alcohol isseus, had made complaints to the industry body, which operates a self-regulatory code of practice for alcohol companies in areas including a drink's name and packaging, about four brands that produce test tube drinks.

AFS complained that products from four brands – Quivers, Shot in a Tube, Shoeyz Shots and Shootaz – encouraged consumers to drink rapidly.The Portman Group's code outlaws drinks companies from urging consumers to drink rapidly or "down in one".

The Portman Group ruled that because the "shooters" were so small (20ml) they were drunk in one go "because of the small volume of liquid in the test-tube rather than because of the packaging itself".

However, the Portman Group's complaints panel did find the drink Shootaz in breach of the self-regulatory code for using the phrase "energy flavour" on its product because this implied that the product could enhance mental or physical performance which is disallowed under the code.

Notes: The Portman Group's code of practice applies to a drink's name and packaging, press releases, websites, sponsorship, sampling, branded merchandise, advertorials and all other promotional material.

The code does not apply to alcohol advertising, which is regulated by the Advertising Standards Authority.