Company: Hogsback Brewery
Final Decision: 12 September 2008
Considered under the 4th Edition of the Code.
“The front label has a prominent image of a cartoon baby which could appeal to under-18s.”
PIPC (as part of their audit of compliance with the new Code).
Under paragraph 3.2(h)
A drink, its packaging and any promotional material or activity should not in any direct or indirect way have a particular appeal to under 18s.
The company’s submission
The company explained that the product was produced to commemorate the birth of the lady brewer’s baby. They doubted that the cartoon image of the baby would appeal to under-18s.
The Panel’s assessment
The Panel concurred that the image, in context, was unlikely to have a particular appeal to this age group and accordingly did not uphold the complaint.
Action by company
No action required