You have to be, and look, 25 to be shown drinking in any alcohol marketing. This is the theme of the latest campaign launched today by the Portman Group to raise awareness of its Code and independent complaints process.
The Code sets minimum, mandatory standards for all alcohol naming, packaging, brand websites, sponsorships and sampling. One of the rules is that companies should only show people drinking in their marketing if they are and look at least 25 years old.
A series of full page ads in the Times, Telegraph and Guardian will publicise the rules and urge complaints about potential Code breaches.
David Poley, Portman Group chief executive, said: “We have chosen to promote the 25 year-old rule because it is one of the lesser known restrictions. It applies to any marketing activity carried out in the UK by a drinks company. The industry has set itself extremely high standards across all its marketing. Now, we want to ensure consumers know the rules and how to complain.”