The company stated that it had respect for the work of specialist organisations like the Northern Ireland Alcohol and Drugs Alliance (NIADA) and supported the work it did to aid and educate the often vulnerable, under-privileged young people who were addicted to immoderate and dangerous behaviour with regard to substances and alcohol. However, the company stated that NIADA’s focus was narrow and specialised and its evidence that had been taken solely from its work with this particular group was not impartial. The 25-year-old completed a drink-drivers’ rehabilitation course and saw his ban reduced – but it seems it hadn’t taught him about the dangers of getting behind the wheel after consuming the high-alcohol energy drink. ‘He thought it would have been out of his system’ 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. Light - Have a job that involves long periods of sitting (office-based / driving) or are home-based and sitting for much of the day. Typical jobs: office worker, sales rep, bus/taxi/lorry driver. NIADA continue to have concerns over the promotion of caffeinated alcoholic drinks particularly for younger users where the risk of the caffeine masking the effects of the alcohol may lead to increased health harms and disinhibited risky behaviours.”

Offshore Island deliveries will take longer than two days including Channel Islands, Isle of Man, Scottish Highlands and Islands and Scilly Isles. A factual statement that a product contains a particular ingredient, for example high caffeine content, is unlikely in itself to be problematic under the Code.” The table below contains all postcodes on a two day service. Please note all deliveries to Northern Ireland are also on a 3-5 days service. The company also provided examples of the use of snake imagery for a diverse range of other products, including cars and other alcohol brands. Alcohol can cause abnormal heart rhythms in the body, high blood pressure and can damage the heart muscle and cause other diseases such as strokes, liver problems and some cancers. Alcohol is also high in calories and can lead to weight gain and health-related issues in that sense (British Heart Foundation). Caffeine in large amounts can also have effects on the body and health, such as increased breathing and heart rate as well as increased mental activity and physical energy. The body can also become dependent on caffeine physically and psychologically and then feel withdrawal symptoms from it (Better Health Channel). Hence, excess levels of both can have adverse effects on health, especially young people.

‘He thought it would have been out of his system’

The company concluded by stating that it was important as a self-regulatory body that the Portman Group continued to be seen by all its members as demonstrably fair and transparent. The company noted that the Portman Group was obliged to proceed against a member company or Code Signatory every time a company was accused of a breach of the rules; regardless of who had made the complaint or however credible the complaint was. The company also explained that the Portman Group proceeded with breach procedure, even if the company had previously been cleared of breaching those rules. The company stated that the Panel’s decisions had far reaching consequences, which could potentially lead to a Retailer Alert Bulletin which resulted in the removal of a brand from all retail shelves. As an alliance, we have concerns around the drink ‘Dragon Soop’ and those similar. We at NIADA believe that this drink breaches numerous rules stated in the code of conduct including the Alcoholic content, Strength, Appeal to under 18s, Popularity, Anti-social behaviour and Sexual Success. Dragon Soop and other high caffeinated drinks such as ‘Screaming Devil’ and ‘Four Loko’ all raise our concerns as they have such high content of alcohol as well as caffeine and are heavily popularised and consumed by young people. Following a number of focus groups and consultations with young people we believe Dragon Soop to be the more popular drink of choice, so wish to move forward with an official complaint.

Inactive - Do very little exercise, going for the occasional walk (moderate pace, low intensity). Spend majority of leisure time doing activities such as watching TV, playing computer games, on the internet, reading, cooking, driving, general household chores. Firstly, the company highlighted that NIADA had stated that it wished to submit “a complaint about caffeinated alcoholic drinks”, but that the organisation had only singled out Dragon Soop from a group of other caffeinated alcoholic drinks. The company stated that the organisation had done this based on the unscientific basis that Dragon Soop is what NIADA called “the more popular drink of choice.” 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. The company then stated that its support of the Portman Group’s Code had been demonstrated by its history of cooperating with the Portman Group over many years.Sour Apple, Blue Raspberry, Lemon Sherbet, Red Kola, Tropical Fruit Punch and New Venom. Sound refreshing? These are just some flavours of Dragon Soop. And what a cool name! 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’.

Moderately active - Do light to moderate intensity exercise 3-4 times a week. E.g. going to the gym / swimming / cycling / horse riding / dance classes / playing golf. Daily dog walking (brisk pace, twice a day).

‘I’ve just Googled it. It’s got quite a high alcohol content’

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.