Laverstoke Park Farm’s Ale and Lager has been ruled by the Portman Group to breach alcohol packaging rules, for using a picture which it deemed to have ‘particular appeal to young children’.
A member of the public complained that the ‘childish nature’ of the image was likely to appeal to those under 18.
Laverstoke Park Farm said it felt ‘the label created an adult, joyful and honest feel to the products’.
Henry Ashworth, chief executive of the Portman Group, said: “Whilst a child’s drawing may be acceptable for marketing organic apple juice it is entirely inappropriate for alcoholic drinks’ labels. There are no exceptions to the rule which says that alcohol packaging must not appeal to children, regardless of where a product is being sold. We understand that producers don’t deliberately set out to break the rules but they must be extra vigilant when it comes to marketing alcohol. The safest thing to do is contact the Portman Group for advice first before launching a new alcohol range.
The Code of Practice prevents alcohol being marketed in a way that could particularly appeal to children and these rules must be strictly enforced. No producers are exempt from the rules and it is vital that the whole industry set a precedent of ensuring their products do not appeal to anyone under the age of 18.”