A complaint about Easy IPA has been upheld by the Independent Complaints Panel (Panel.) A copy of the full decision can be read here.
The complainant, a member of the public, believed that the drink, which is produced by Flying Dog Brewery, appealed to under 18s. While the Panel concluded that the product did not have direct appeal to under-18s, the Panel investigated whether the product packaging encouraged immoderate consumption under Code 3.2 (f).
The Panel noted that the front of the can contained the terms ‘Easy IPA’, and ‘Session IPA,’ which is a commonly used descriptor in the craft beer category. However, they also noted that the original meaning of the phrase was a prolonged drinking session. Although the Panel did not consider these terms to be problematic if used in the right context, when used alongside an image of an inebriated looking creature balancing on one leg presented an indication of drunkenness. Accordingly, Panel upheld the decision under Code rule 3.2 f.
John Timothy, Secretary to the Independent Complaints Panel, commented: “We are disappointed that Flying Dog Brewery do not appear to respect the decision or the process. Producers need to be extremely sensitive about the overall impact of their labelling. Use of a phrase that could have been innocuous on its own has taken on a different meaning when considered alongside a drunken looking character.”