The Portman Group has made its first-ever ruling against an alcohol brand’s “offensive” name.
A complaint against Fok Hing Gin, which is owned by Hong Kong’s Incognito Group, was made to the watchdog by a member of the public, who argued the name was “clearly intended to shock and be pronounced as an offensive name”.
Also, the brand’s marketing activity included the phrases “Fokthehaters” and “Those who don’t like the name name [sic] can Fok off”. It was “obvious” the intention was “to shock and offend those who find swearing undesirable and unacceptable” the complainant added.
In response, Incognito claimed the gin’s name paid tribute to its heritage and culture. Fuk Hing Lane was a street in Causeway Bay, Hong Kong, said the supplier, which had changed Fuk to Fok to differentiate it from profane language used in western culture.
Plus, Fok Hing Gin was an English romanisation of a traditional Chinese phrase that meant “fortune and prosper” Incognito added.
The drink went before The Portman Group’s Independent Complaints Panel, which ruled the name risked causing “serious or widespread offence”.
The panel also “noted that the brand story was unclear on the packaging, which made little reference to the street that was its namesake”.
The watchdog concluded that “the phonetic pronunciation of Fok Hing sounded like profanity and clearly alluded to profanity in the accompanying marketing”.
In light of the ruling, Incognito agreed to update its reverse label “to be more descriptive of the details that inspired our brand”.
Independent Complaints Panel chair Nicola Williams said: “This is the first time since the addition of the rule on serious or widespread offence that a product’s name and packaging was considered under the rule in terms of offensive language.
“It is not appropriate for marketing materials to purposefully link a name to profanity, and no responsible marketing should cause serious or widespread offence,” she added.
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