A grievance accusing Glenmorangie A Story of Ice Cream of interesting to under-18s has been dismissed.
A member of the general public raised the grievance with the Portman Group, voicing issues the Scotch whisky had explicit attraction to these aged below 18.
The Portman Group’s Unbiased Complaints Panel assessed whether or not the alcoholic content material of the drink was communicated on the packaging ‘with absolute readability’, and whether or not it did attraction to minors.
Whereas the panel famous ice cream might contribute to the attraction that advertising needed to kids, it was a mix of things that made packaging significantly interesting to under-18s.
The panel famous the time period ‘ice cream’ was probably the most outstanding textual content on the entrance label, and the pastel colors of the packaging. Nevertheless, other than a small cone sample on the underside of the bottle’s neck, there was no extra imagery referring to ice cream.
Contemplating each the first and secondary packaging of Glenmorangie A Story of Ice Cream, the panel highlighted how the design used muted colors, summary design, and a ‘refined font fashion’, in order to not attraction to kids.
Consequently, the grievance was not upheld.
Rachel Childs, chair of the Unbiased Complaints Panel, stated: “There may be clear precedent that ice cream can have a broad attraction to all age teams.
“On this case, the panel was happy that the product packaging was focused at adults and didn’t embrace vivid contrasting main colors, cartoon imagery or thick keylines, which can have explicit attraction to under-18s.
“The panel subsequently concluded that Glenmorangie’s A Story of Ice Cream whisky packaging didn’t fall foul of the Code and didn’t uphold the grievance.”
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