A complaint about the packaging of the Captain Morgan product range for appealing to under 18s has not been upheld by the Independent Complaints Panel (ICP). A copy of the full decision can be read here.
The complainant, Alcohol Concern, believed that the use of cartoon-like imagery with bright colouring on an alcoholic beverage would particularly appeal to under-18s and breaching the Portman Group Code under section 3.2(h).
The Panel discussed the pirate logo at length and concluded that the imagery was not cartoon like, but more closely resembled a piece of art or an oil painting. They noted that the colour palette was muted and did not feature bright, luminous colours, and concluded that the packaging would not particularly appeal to children.
The Panel also ruled that there were no obvious similarities to archetypal pirate images commonly found in children’s stories. The Panel did not uphold the complaint under Code rule 3.2(h).
Secretary to the Independent Complaints Panel, Henry Ashworth said:
‘‘Alcohol producers must be careful when using artwork on their products to ensure that they do not hold particular appeal to children. The Portman Group has a free, impartial advisory service who are always on hand to support producers.”