Odyssey Promo Complaint Upheld

The Box nightclub at the Odyssey complex in Belfast has had a complaint upheld against it, regarding an "irresponsible" drinks promotion.

The Independent Complaints Panel (ICP), which administers the Northern Ireland Responsible Promotion and Retail of Alcohol Code, has upheld a complaint it received over the club's 'LOKO' promotion.

It was found that the promotion encouraged "irresponsible" consumption of alcohol and used offensive language.

The ICP said the advert was in breach of the code, which states that no alcohol promotion in Northern Ireland shall "condone or encourage illegal, excessive or irresponsible drinking such as binge drinking, drunkenness or drink-driving, nor refer in any favourable manner to the effects of intoxication," nor will it "be disrespectful of contemporary, prevailing standards of taste and decency or degrade or gratuitously offensive through images, symbols, figures and innuendo."

The Independent Complaints Panel initially received a complaint in which concerns were expressed that the promotion and the associated strapline "S**T’s ABOUT TO GET CRAZY" encouraged irresponsible consumption of alcohol.

The ICP said the nightclub owner has ceased the promotion and "fully cooperated with the enquiry process."

Duncan McCausland, chair of the Independent Complaints Panel overseeing the code, said: "Following a detailed process, the Independent Complaints Panel has upheld the complaint against Utopian Leisure operating as The Box nightclub.

"Whilst we acknowledge that promotions can play an important marketing role in driving business and attracting customers, it remains the responsibility of every licensee to ensure their promotions do not encourage the irresponsible consumption of alcohol, or offend anyone."

Utopian Leisure, which operates The Box nightclub, has been notified of the decision. The panel has also alerted local PSNI and Belfast City Council.

Chief executive of industry body Pubs of Ulster, Colin Neill said: "Pubs of Ulster supports the decision taken by the independent panel regarding The Box nightclub drinks promotion, and indeed we welcome the fact that the promotion has stopped and the licensee was fully co-operative with the process.

"The purpose of the Code is to raise an awareness and sense of responsibility among licensees that the promotions they operate must be carried out in a way that is sensible and does not encourage the irresponsible consumption of alcohol."

(IT/MH)