Company: Intercontinental Brands (ICB) Ltd
Breach: No
Final Decision: 1996
Considered under the 1st Edition of the Code.
Complaint Summary
“The name could be interpreted as being associated with both anti-social or dangerous behaviour and with the irresponsible use of alcohol.”
Complainant
Alcohol Concern
Decision
The Panel noted the company’s claim that it had aimed the product particularly at Afro-Caribbean consumers, and that the name was linked with a ‘well-known landmark in Jamaica’. However, even if that were the case, the sale of the product was not limited to Afro-Caribbean consumers. Nevertheless, in the Panel’s view the expression ‘risky business’ did not condone anti-social, dangerous or irresponsible behaviour or consumption in any context.
NOT UPHELD
Action by Company
None required.