Portman Group upholds HappyDown RTD complaint

Ready-to-drink (RTD) cocktail brand HappyDown has been found in breach of The Portman Group’s regulations after its cans were said to “not communicate its alcoholic content” adequately.

A complaint against HappyDown has been upheld by The Portman Group

A member of the public brought a complaint against the RTD brand, stating that its cartoon imagery could appeal to children.

The Portman Group’s independent complaints panel did not believe that the design appealed to under 18s, but did raise concerns that the cues describing it as alcoholic were not immediately obvious.

The watchdog concluded that the product did not “communicate with absolute clarity its alcoholic content”.

HappyDown producer Tipple Brands Limited will now work with Portman’s advisory service to address the issues raised.

John Timothy, secretary to the independent complaints panel, said: “Alcoholic content needs to be conveyed clearly. Producers need to ask themselves if there is any other messaging or design on their product which could undermine this clarity. Our advice service is always here to help.”

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Author: Owen Bellwood {authorlink}