HAPPYDOWN COCKTAIL COMPLAINT UPHELD

09/11/2018

A complaint about HappyDown sparkling cocktails has been upheld by the Independent Complaints Panel (Panel) for failing to clearly communicate their alcoholic content.  A copy of the full decision can be read here.

The complainant, a member of the public, believed that the cartoon imagery used on the cans could appeal to children. The Panel did not believe that it did appeal to children but did raise concerns that the cues describing it as alcoholic were not immediately obvious. The Panel concluded that the alcoholic nature of the drink was not clearly communicated and accordingly found the product in breach of Code rule 3.1.

HappyDown’s producer, Tipple Brands Limited, will work with the Advisory Service to address the issues raised.

John Timothy, Secretary to the Independent Complaints Panel, commented, “Alcoholic content needs to be conveyed clearly. Producers need to ask themselves if there is any other messaging or design on their product which could undermine this clarity. Our advice service is always here to help.”