A complaint against ready-to-drink cocktail brand BuzzBallz over a promotional vending machine on London’s South Bank has been upheld by the alcohol industry’s Independent Complaints Panel on 13th August 2026.
Vending machine drew criticism for toy-like appeal
The complaint, filed by a member of the public, targeted a BuzzBallz Berry Cherry Limeade promotion featuring a large, branded vending machine. The machine distributed BuzzBallz-branded Labubu toys, stickers, and the cocktail product itself. While the panel concluded that the drink’s packaging did not breach the code and did not appeal to under-18s, the design of the vending machine became the focal point of scrutiny.
The installation’s visual elements included emoji-style graphics, cartoon characters, and a prominent depiction of a character resembling a Labubu-style toy, which the panel stated was very popular among under-18s. The machine was described as dispensing toys and sweets, elements the panel noted have a particular appeal to under-18s.
The location of the promotion, London’s South Bank, was deemed especially problematic by the panel. The area is a popular destination for families and children and was visible to anyone in the vicinity, including under-18s. The panel’s assessment highlighted that the machine’s design and placement inherently exposed it to underage viewers.
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Brand defends adult-focused marketing
Sazerac, the parent company of BuzzBallz, defended the promotion, stating the vending machine was designed to reflect the brand’s “bold, fun, distinctive, and creative” identity. A spokesperson for the company emphasised that participation was strictly restricted to adults. The brand reiterated its commitment to responsible marketing, stating that all promotional activities are designed to target legal-age consumers exclusively.
However, the panel’s chair, Rachel Childs, stated: “Age-gating an event is not enough to ensure that a promotional activity will not have a particular appeal to under-18s. Producers must be mindful of where such events are held as well as making sure the activity does not incorporate elements which have a particular appeal to under-18s, such as machines that are well-known for dispensing toys and sweets.”
The final decision from the panel concluded that all of these elements combined breached the code and could appeal to under-18s.
