Packaging and social media marketing facing ABAC

While ABAC complaints decreased throughout the second quarter 2022recent rulings have raised issues regarding packaging and social media posts.

One complaint, which involved Wildflower Brewing and Blending’s Henrietta Ale, highlighted the use of children’s drawings on package labels.

Another similar complaint, regarding Cronulla Beer Co’s Mother’s Milk stout, shed light on how the design styles might appeal to minors.

Meanwhile, an ABAC panel has judged whether a South St Seltzer Instagram reel encourages excessive drinking.

Wildflower brewing and blending

Wildflower Brewing and Blending raised the issue of appeal to minors with the packaging of its Henrietta Ale.

The complainant argued that the children’s drawings used on the product packaging label may be interpreted as appealing to minors.

“I don’t think it’s appropriate to use children’s drawings to sell beer and I think it attracts minors to the product,” the complainant said.

The ABAC code stipulates that marketing communications must not have a strong or obvious appeal to minors.

Wildflower Brewing responded by stating that while it disagreed with the complaint, it was “interested” to hear the panel’s discussion. He also said he would cease production of the beer and printing of the label regardless of the panel’s decision.

The company also acknowledged in an Instagram post that “meModeration, not overconsumption, is the cornerstone of our business and our beer” and that the existence of ABAC is undeniably a good thing because this industry could and probably would be filled [with] more misleading and tacky branding if left unchecked.

The panel concluded that the packaging violated Part 3 of the code, due to the use of images of unicorns and the style in which the design was done as it “generally gives the label a strong appeal to people”. minors due to use of images. familiar to minors; and the description of an activity (coloring) which concerns minors. »

Cronulla Beer Co

Similarly, Cronulla Beer Co. also faced an ABAC panel over an Instagram post that raised the issue of appealing to minors.

The post features an illustration of his Mother’s Milk product which the complainant argued as “irresponsible and appealing to minors, which is against the code”.

The company responded to the complaint and said it has since removed the word “milk” from the illustration. However, she also argued that due to the color scheme of the design and the fact that the product is a stout, she is convinced that it does. not appeal to minors.

Before stating its decision, the panel said the determination was limited to the Instagram post and not the packaging of the product, as there was no physical packaging of the product at the time of the complaint and the image used in the publication is not identical to reality. packaging used now.

The panel upheld the complaint and found that the post violated the code because of the use of the word milk and the illustration of a milk carton figure, because “a reasonable person would probably understand that the post has a strong and obvious attraction for minors. .”

South St. Seltzer

South St Seltzer received a complaint in June about an Instagram reel that was posted on the company’s page.

The complaint says, “marketing depicts people ‘shooting’, which is inappropriate, irresponsible and harmful way of consuming alcohol.

The nature of the complaint relates to part 3 of the ABAC code which stipulates that marketing communication must not show or encourage the excessive consumption of an alcoholic beverage.

The following day, South St Seltzer confirmed the breach had been accepted and removed the post from their Instagram page.