Drinks industry self-regulator, the Portman Group, has enlisted a leading children’s marketing agency to update its guidance to alcohol producers on what they shouldn’t be doing with their packaging and advertising.
Kids Industries is a specialist research and marketing agency focused on the children’s and family market, which has worked with the largest brands in the world, including Kellogg’s, McDonalds, Disney and the BBC.
Now, following on from training received in 2015, Kids Industries has helped the Portman Group refresh its advice around Code rule 3.2(h): Particular appeal to under-18s.
In 2022, 85% of complaints about alcohol marketing and packaging that the Portman Group received related to Code rule 3.2(h), with 29% of all advice requests also related to this area, more than any other category.
In a specially commissioned report ‘Marketing that appeals to under 18s’, Kids Industries has detailed marketing techniques that are used to appeal to children and teenagers outside of the alcohol industry – specifically so alcohol marketeers can know to avoid their misuse.
In particular, it identifies six factors that characterise marketing to children and teenagers:–
- Colour & clarity – eye-catching visuals gain the attention of young children – under the age of 7 – particularly bright colours;
- Character – cartoon-like and approachable friendly characters on food packaging have strong appeal to children;
- Brand Licensing – strongly connected to character is the power of brand licensing to drive children to want certain products;
- Name & Logo – brand logos which embody a combination of simplicity, play, bright text, chunky font, high contrast or a thick outline attract children’s attention;
- Collectability – collectables are frequently used by FMCG companies to attract children and drive repeat purchase;
- Flavour – children have a genetic predisposition towards sugary / sweet and salty foods and flavours.
CEO of the Portman Group, Matt Lambert, said: “These insights are incredibly important to enhance understanding and application of the Code to ensure that we regulate effectively and protect under-18s from alcohol marketing.
“We have taken these learnings and updated our guidance on the Code rule, along with more recent decisions, and hope this will help the industry continue to market responsibly.”
Co-founder and CEO of Kids Industries, Gary Pope, said: “What children see matters. They are idea and information sponges, and from an early age they are influenced by the world around them.
“As marketers it is essential to avoid accidentally appealing to under-18s and it is an exceptionally good sign to see that the regulator wants to have the latest insights and we have again been pleased to share our expertise with the Independent Complaints Panel to support their understanding of marketing tactics.”
The full Guidance can be read here, with a new Quick Read also published as a topline for marketers here.
