Portman chief executive David Poley said brand owner, Sunderland-based Alcohol Brands, had gone too far with its brightly-coloured packaging.
“The industry needs to guard against accusations that it is targeting under-18s,” he said. “The names, garish colours, emphasis on calorie content and childish lettering on the labels combine to make this marketing unacceptable.
“These features could turn these drinks into fashion accessories for young girls
“The manufacturer is now liaising with our code advisory service over packaging changes that will bring these drinks in line.”
The complaints were made by the Gin & Vodka Association.