A complaint against Jinro Soju’s promotional activity at a summer festival has been upheld by the alcohol industry’s Independent Complaints Panel (ICP), after it was found to suggest an association with sexual activity and social success. Full decision can be found here.
The complaint, received from a member of the public, said: ‘The photo in this complaint shows a bar at ‘All Points East’, a music festival in Victoria Park, London… My complaint is regarding the phrase ‘drink to link’. In this context I believe ‘link’ means ‘to have (typically casual) sexual relations with’.
It was upheld under Code rule 3.2(j) which states that a drink, its packaging and any promotional material or activity should not in any direct or indirect way suggest any association with sexual activity or sexual success, as well as Code rule 3.2(e) which states it should also not suggest that consumption of the drink can lead to social success or popularity.
The Panel noted the response of the Korean producer – Jinro – which explained the line ‘Easy To Drink, Drink To Link’ was used to convey Jinro’s global compatibility where consumers could enjoy an alcoholic beverage alongside food, family, friends colleagues and places; ‘anyone, anywhere with anything’.
The Panel considered that in the context of dating ‘link’ was used as a slang word to refer to having sex with a romantic partner with the relationship sometimes kept a secret, or at the least discreet and without commitment. The Panel discussed that particularly within a younger festival demographic, the word ‘link’ was commonly used in this context and therefore the line ‘Drink To Link’ would be understood as an instruction to consume the drink and engage in sexual activity. Accordingly, the complaint was upheld under Code rule 3.2(d).
The Panel also considered whether the promotional activity suggested that consumption of the drink could lead to social success or popularity as raised by the complainant. The Panel discussed that ‘linking up with someone’ was often also used in the UK to communicate a social gathering or meeting, usually with friends. The Panel considered that ‘Drink To Link’, while having sexual connotations, could also suggest that consumption of the drink could lead to social success or popularity. Accordingly, the complaint was upheld under Code rule 3.2(e).
The producer confirmed that the promotion will not appear with the line ‘Drink to Link’ in the UK again.
Chair of the Independent Complaints Panel, Rachel Childs, said: “This is a timely reminder that the Portman Group’s Code of Practice applies to all alcohol marketed in the UK, and not just that of UK producers. While the Panel accepted that both breaches of the Code were inadvertent in this instance, producers should bear in mind that where there is often a lack of context in promotional activity, some phrases may have multiple meanings and that it’s important to be mindful of cultural differences.”
Assistant Manager of Global Marketing for HiteJinro, Deuk-yeol Yoo said: “We respect the decision of the Portman Group and will not use the disputed phrase in the UK in accordance with their recommendation. We strongly wish to convey that our tagline was never intended to be associated with sexual activity or sexual success, nor to suggest that alcohol consumption could lead to social success or popularity. Additionally, this misunderstanding arose due to differences in expression between Korean and English.”