A complaint made by London’s Metropolitan Police against the artwork of a Mikkeller beer appealing to children has been upheld, forcing the brand to undertake a redesign.
The complaint against Mikkeller’s Side Eyes Pale Ale was upheld by the alcohol Industry’s Independent Complaints Panel (ICP), which deemed the design to be cartoon-like and reminiscent of the children’s video game Minecraft. The ICP is an independent authority which reviews complaints from members of the public, industry members or interest groups about alcohol products in the U.K.
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