Au Vodka, a prominent British brand, has decided to discontinue the production of its gun-shaped merchandise after a complaint brought by the UK’s alcohol industry regulator found merit.
The complaint, submitted by the Wine and Spirit Trade Association (WSTA), focused on Au Vodka’s Gold Gang Money Gun merchandise. The matter was then brought before the Independent Complaints Panel (ICP) of the Portman Group.
The ICP reviewed whether the branded merchandise bore a direct association with violent, aggressive, dangerous, or illegal conduct in accordance with Code rule 3.2b, as well as whether it caused significant or widespread offense as outlined in Code rule 3.3.
Upon analysis, the panel observed that the merchandise shared distinct features with firearms, such as a handle and trigger mechanism, and its overall shape resembled that of a gun. Moreover, the merchandise simulated the ejection of money from the point where bullets would typically be discharged.
In its defense, Au Vodka stated that the merchandise primarily found use in nightclubs and other festive settings, serving as a “fun novelty piece.” The company highlighted the item’s popularity among consumers and asserted that it was perceived as innocuous and non-offensive. Au Vodka argued that this widespread positive perception indicated that the merchandise did not foster associations with violent or aggressive behavior.
The decision to discontinue the gun-shaped merchandise underscores the brand’s commitment to aligning with industry standards and regulations while maintaining its reputation.
