Company: Springwater Beverages Ltd
Breach: No
Final Decision: 24 September 1996
Considered under the 1st Edition of the Code
Complaint Summary
“The name Shark Bite suggests an association with violent, aggressive, dangerous or anti-social imagery or behaviour.”
Complainant
Alcohol Concern
Decision
The company said that the brand name refers to animal not human behaviour and therefore cannot be seen to be encouraging behaviour of whatever form as social or anti-social in a human context. The company said that the naming of the product had been tested with consumers and distributors and not associated it with aggression, violence or anti-social behaviour.
It was considered that Shark Bite does not contravene the Code. There appears to be nothing that would be more likely to appeal to under 18s than over 18s. The name Shark Bite is indicative of animal, not human, behaviour. There is no reason to believe it would encourage humans to behave in a violent or aggressive manner.
NOT UPHELD
Action by Company
None needed