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However, the complaint was not upheld against five other Code rules. These included alcoholic content and strength; appeal to under 18s; and health effects concerns. A complaint against the alcoholic drink flavour Venom has been upheld for meaning 'poison' to UK customers, and for its appeal to bravado required to drink it.
The company stated that NIADA had made a number of unreliable observations, incorrect contentions and factual mistakes that the company wished to comment on. In conclusion for this section of the producer’s formal response, the company explained that NIADA had incorrectly stated that Dragon Soop ‘breaches numerous codes of conduct.’ The company stated that this was unfounded and noted that no evidence or detail was presented by NIADA to support this misleading statement.
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For young people, both large quantities of caffeine and alcohol can be harmful and both of these together in one drink is very concerning. In addition to this, it is worth noting that one can contains more than double the daily recommended limit of caffeine and can exceed the limit of alcohol units daily.
Under the ‘Health effects concerns’ paragraph of the complaint, the company highlighted that NIADA had stated that “so many young people are consuming this drink usually in large quantities.” The company stated that this claim was based on shaky evidence of one small focus group made up of young, often under-age, substance and alcohol abusers. The company stated that there was no proof that Dragon Soop was consumed in greater excess than any other alcoholic drink. Additionally, the company stated that young people who did consume alcohol in great excess might reasonably be supposed to consume any popular alcoholic drink in large quantities. The Panel considered the name Venom would be recognised by the majority of UK consumers to mean ‘poison’ in its day-to-day usage and noted this in the context of a beverage which had a relatively high alcohol and caffeine content. We are satisfied with the response to this concern and look forward to any amendments made to the marketing of the brand as a result. At NIADA we have serious concerns about these high caffeinated and alcoholic drinks, especially Dragon Soop, as so many young people are consuming this drink usually in large quantities. Our focus group concluded that while young people drink the cans, they also mix them with other substances. One 16-year-old female reported ‘they are sweet and fruity flavours they can be mixed with vodka’.
The company then highlighted various definitions on Urban Dictionary, which stated that venom could simply mean ‘attention grabbing’, ‘worthy of respect’ and ‘cool’. The company also explained that a ‘venom’ tattoo could be a symbol of empowerment amongst women, as in a specific font it would be read upside down as ‘women’. The company explained that in 2015, Dragon Soop was fully investigated by the Independent Complaints Panel (Panel) under Code rules 3.2(f) and 3.2(h) which it found to not be in breach. The company highlighted that it had received a letter from the Chair of the Panel that there had not been any breach of the Code and that the decision was final. Throughout April and May this year you’re touring in support of your album, are there any places you particularly love performing?
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