BuzzBallz has been reprimanded by the Portman Group after a complaint about a giant promotional vending machine on London’s South Bank was upheld.
The ready-to-drink cocktail brand installed a 10ft-tall ‘Gacha Machine’ earlier this year as part of the launch of its Berry Cherry Limeade flavour. The activation offered prizes including product samples, branded merchandise, stickers, plush toys and a cash prize.
The complainant argued that the machine had a particular appeal to under-18s because it resembled a toy vending machine and featured emoji-style graphics, cartoon imagery and Labubu-style soft toys.
BuzzBallz owner Sazerac UK maintained that the activity was aimed solely at adults and noted that participants underwent age verification. The business also argued that the machine’s Japanese-inspired gacha design reflected a trend that has gained popularity among adults and that the branding clearly identified the products as alcoholic drinks.
However, the Portman Group’s Independent Complaints Panel ruled that the overall presentation of the promotion breached Code rule 3.2(h), which states that alcohol products and promotional activities must not have a particular appeal to under-18s. The panel highlighted the machine’s toy-like appearance, colourful design, cartoon-style graphics and the inclusion of plush toys among the prizes.
The panel also considered the South Bank location, noting that it is a popular destination for families and children. It concluded that under-18s would have been exposed to the promotion even if they were unable to participate because of age restrictions.
