Portman Group's Independent Complaints Panel dismisses Alcohol Concern's complaint about Absolut Vodka campaign

Absolut partnered with Jamie Hewlett (a London-based creative artist best known for his collaboration with Damon Albarn to create the band Gorillaz) to develop a bottle design to highlight London’s style and fashion pioneers over the last 200 years.

Alcohol Concern lodged the complaint because it considered that the campaign centred on a series of cartoon characters in graphic novel style which would have a strong niche appeal amongst under-18s.

The Panel, chaired by Sir Richard Tilt, considered that although the images were in an illustrative style it did not automatically mean they would appeal to under-18s.

The Panel was not convinced that the band Gorillaz did appeal particularly to under-18s nor did they find any direct link being made between the band and the product.

Pernod Ricard said it had worked closely with the artist in developing the characters to ensure the imagery was compliant with its own marketing code and the Portman Group Code of Practice.  

Henry Ashworth, chief executive of the Portman Group, which provides the secretariat for the Independent Complaints Panel, said: “There are strict rules preventing alcohol from being marketed at children and we thank the people who take the time to complain about campaigns they think are inappropriate.

“The Panel has ruled that Absolut London has not broken responsibility rules and the company worked to ensure that the characters did not appear to be under 25.

“We advise all producers to be vigilant in developing campaigns and in conveying the alcoholic nature of their products and to contact the Portman Group for pre-launch advice at the earliest stage.”