Complaint filed against Tiny Rebel for under-18 appeal

12 December 2017

We all know the distinctive Tiny Rebel branding, bright colours, cool fonts and whacky designs. But it seems this is no longer a good thing, with a complaint from a member of the public against the brand's packaging being upheld by the Independent Complaints Panel.

The complaint against the packaging of Cwtch Welsh Red Ale (330ml can), concerns it having a particular appeal to under-18s and indirectly encouraging immoderate consumption. The person who filed the complaint believed the product wasn't obviously alcoholic due to design.

The complaint could be something to do with the image of the bear on the front of the can, which the panel agreed, combined with graffiti and swirling colours, could appeal to under-18s.

While considering the ruling, the panel recognised Tiny Rebel’s social responsibility work in its local community and highlighted that they had not deliberately sought to create product packaging which had an appeal to under-18s.

The Portman Group also acknowledged the positive way in which the producer has engaged with the Advisory Service throughout the complaint process and welcomed its early commitment to respect the Panel’s ruling.

'I welcome the way in which Tiny Rebel Brewing Company has engaged with the Advisory Service throughout this process and their commitment to ensure the panel ruling is incorporated into wider work to evolve the brand,' said secretary to the Independent Complaints Panel, John Timothy.

'While it was clearly not the intention of the producer to promote immoderate consumption, even indirectly, companies have to be extremely vigilant around themes that could be attractive to young people, particularly when designing 330ml cans which, in the UK, are traditionally associated with soft drinks.'

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