Skovlyst Production criticized for Minecraft-themed soft drink packaging

The Soft Drink Advertising Board (Læskedrikreklamenævnet) has issued criticism against Skovlyst Production for marketing soft drinks using Minecraft-themed packaging. The board determined that the use of elements from the online game Minecraft on product cans constitutes marketing directed at children.

According to the board's guidelines, soft drinks must not be marketed directly to children under the age of 15. The decision follows assessments from the Media Council and the Consumer Ombudsman, which identified Minecraft as one of the most popular games among 6-to-15-year-olds. While Skovlyst Production argued that Minecraft is a global brand with a broad user base and that they did not use media specifically targeting children, the board maintained that the packaging design itself violates regulations. The board stated it will closely monitor the company's future marketing activities.