The Portman Group, the responsibility organisation for UK drinks producers, has launched a campaign to raise awareness of the strict standards imposed on the alcohol industry by its Code of Practice.
A series of full page ads in the media will highlight the rules and invite people to be on the look-out for any irresponsible alcohol products or marketing campaigns by drinks producers.
Complaints made under the Code are assessed by an independent panel. Over 70 drinks have been taken off the shelves in the last decade after the panel ruled they were packaged or promoted irresponsibly.
However, the number of drinks breaching the Portman Group Code has fallen dramatically in recent years. In 2010, just two alcohol products have been found in breach of the Code while, in contrast, the Portman Group’s Code Advisory Service has handled over 400 separate requests from the industry for advice on products and promotions.
David Poley, chief executive of the Portman Group, said: “Alcohol marketing in the UK is strictly controlled and the Portman Group’s Code of Practice does not allow irresponsible products to remain on sale. The vast majority of drinks producers do market their products responsibly – they follow the rules and seek our expert advice before launching their products. They are serious about creating a responsible drinking culture and this is reflected in the dramatic fall in products which have breached our Code in recent years.
“However, we have zero tolerance for irresponsible alcohol marketing and urge people to complain to us if they see an inappropriate product or campaign.”