A brewing company was banned from advertising and promoting one of its beers after a child mistakenly drank the product believe it was Milo.
Howler Brewing Company's Choc Milk Stout, brewed in South Gippsland, Victoria, carries a logo that bears a striking resemblance to a tin of the popular chocolate powder.
A parent whose child drank the beer thinking it was chocolate milk complained to the Alcohol Beverages Advertising Code.
As a result Howler was banned by the Victorian Commission for Gambling and Liquor Regulation from advertising and promotion of Choc Milk Stout in its current form.
Howler Brewing Company was banned from advertising or promoting its Choc Milk Stout after a child mistakenly drank the product, thinking it was Milo
Howler Brewing released the Choc Milk Stout in 2019, describing it as 'big, rich and creamy'
The commission found the product breached rules relating to the advertising of alcohol, including that the communication not have a strong or evident appeal to minors.
The commission's ruling also directed the company to withdraw the lookalike packaging.
Howler released the beer in 2019, describing it as 'big, rich and creamy'.
The brewer's playful approach is reflected in its creative names for the product line
The craft brewer's playful approach is reflected in some of its other products, including The Social Influencer Pale Ale, Love Me Long Time Session Pilsner, She'll Be Apples cider and the Covid-friendly drop, The Social Distancer pink lemonade sour seltzer.
'Those under 18 are at the highest risk in relation to alcohol-related injuries, including road trauma and violence,' Commission chairman Ross Kennedy told news.com.au.
'We will do all we can in our power to ensure alcoholic products that are for sale, are advertised or promoted within the law and do not encourage interest by minors.'
Daily Mail Australia approached Howler Brewing for comment.
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