Drinks watchdog The Portman Group has called on the Advertising Standards Authority to maintain the ‘high standards’ that it has set itself in regulating online marketing.
As the ASA readies itself to take on responsibility for regulating online marketing communications from tomorrow (1 March), The Portman Group, which has overseen the promotion of drinks marketing online since 2003, has welcomed the extension in the ASA’s remit.
David Poley, chief executive of the Portman, commented: “The Portman Group started regulating online alcohol marketing back in 2003 when we recognised how important the digital arena would become within the marketing mix. We have built up considerable expertise in this area and have provided training and best practice guidelines for drinks companies.”
Poley added: “The alcohol industry has led the way in regulating itself online and it is imperative that these high standards are maintained. That’s why the Portman Group will continue to provide advice to drinks producers on all aspects of online alcohol marketing even after 1 March. And we shall continue to regulate those areas which may still fall outside the ASA’s remit.”