BuzzBallz reprimanded over London vending machine promotion

The Portman Group has reprimanded the ready-to-drink cocktail brand BuzzBallz following a complaint regarding a promotional vending machine activation on London’s South Bank. The 10-foot-tall ‘Gacha Machine’ was installed to launch a new Berry Cherry Limeade flavor, offering prizes such as product samples, branded merchandise, stickers, and plush toys.

The Portman Group’s Independent Complaints Panel ruled that the promotion breached alcohol advertising codes by having a particular appeal to under-18s. Despite BuzzBallz owner Sazerac UK maintaining that the activity was age-restricted and aimed at adults, the panel noted the machine’s resemblance to toy and sweet-dispensing machines found in arcades and shopping centers.

The panel highlighted the use of emoji-style graphics, cartoon imagery, and the inclusion of branded soft toys as factors that would attract children. Furthermore, the South Bank location was noted as a popular destination for families, meaning minors would have been exposed to the promotion even if they could not participate due to age verification.