Captain Morgan packaging artwork cleared after concerns it could appeal to under 18s

A complaint by Alcohol Concern about the packaging of Captain Morgan's products appealing to under 18s has not been upheld by the Independent Complaints Panel (ICP).

Alcohol Concern said that it believed the Diageo-owned brand's use of a pirate and "cartoon-like imagery with bright colouring" would particularly appeal to under 18s.

However, IPC concluded that the imagery was not cartoon like, but "more closely resembled a piece of art or an oil painting". It added 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.

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.”

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