Marks & Spencer to rebrand Porn Star Martini after Portman Group ruling

The Portman Group has upheld a complaint about Marks & Spencer’s premixed Porn Star Martini cans after deeming they link alcohol to sexual success.

A member of the public argued that porn stars are idolised as people that enjoy sexual success and are paid for doing so.

The Portman Group’s Independent Complaints Panel decided that the name alone was enough of an association to sexual activity.

It pointed out that rival retailers refer to the drink as a Passion Fruit Martini, as does the BBC on its cocktail recipes page, and decided there was no need for M&S to refer to it as Porn Star Martini.

A Marks & Spencer spokesperson said: “Porn Star Martini is a common name for a passion fruit cocktail drink. Our product launched in September 2018 and quickly became one of our most popular cocktails. However, as a Portman Group co-signatory, we respect the ruling and will be changing the name to Passion Star Martini.”

A Portman Group spokesperson added: “This decision by the Independent Complaints Panel reminds producers that they should always steer away from using imagery or names that are associated with sexual activity in marketing and labelling. Producers should think carefully about what is conveyed by the overall impression of the product and speak to our advisory service if in any doubt. We are pleased that the Marks and Spencer Group have been working with us to amend the name of the product.”