Two complaints about the packaging of CollaGin suggesting anti-aging and beauty benefits have been upheld by the Independent Complaints Panel, and the company has contacted the Portman Group’s Advisory Service for guidance on appropriate changes to the product and packaging.

The complaints were both made by members of the public because they believed that the use of phrases such as ‘the elixir of youth’ and ‘anti-aging botanicals’, associated the product with therapeutic effects such as skincare, beauty and anti-aging, thus breaching the Portman Group Code.

‘‘Alcohol cannot be marketed on the basis of any health claims and producers must be particularly careful not to create a link between alcohol products and any therapeutic claims such as anti-ageing properties or rejuvenating effects,” said Kay Perry. secretary to the Independent Complaints Panel.

Our response to the claims from @PortmanGroup on behalf of @CollaGinUK https://t.co/1YUN9SjX0V https://t.co/Lh0IxdkS2q

— Camilla Brown (@girlterate) 23 August 2017

“If a producer is unsure, they can contact the Portman Group’s Advisory Service which is free and confidential. We are pleased that the company has contacted the Advisory Service for guidance on appropriate changes to the product and packaging.”

The panel considered the name and marketing of the product. It noted that the product contained collagen, which is associated with beauty and anti-aging, and that the packaging included phrases such as ‘the elixir of youth’ and ‘beauty drink’.

It also noted that quotes from the company in media articles and on their own social media channels created an atmosphere in which the drink was being associated with beauty and anti-aging properties.

The Panel agreed that the packaging suggested the product had therapeutic qualities or could help with the consumer’s appearance in some way. Therefore, the panel upheld the complaint.