Complaints about irresponsible alcohol marketing reach record low

Complaints about irresponsible alcohol marketing have reached a record low as marketers seek more advice than ever before on promoting alcohol responsibly.

A report from the Portman Group shows only five complaints were received in 2010, with two upheld under the group's responsibility code on the naming, packaging and promotion of alcoholic drinks.

The group’s code advisory service recorded over 500 requests for advice from drinks producers and marketing agencies about alcohol campaigns and promotions during 2010.

This showed an increase of 50% on 2009 and a 100% increase compared to 2008.

David Poley, chief executive of the Portman Group said he was "encouraged" that fewer products were breaking code rules and that more companies were asking for advice.

He concluded: "The industry must not be complacent and we urge all companies and their agencies to contact us to make sure they are building responsible marketing into their campaigns from the outset.”

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