03/01/2008
The latest edition of the Portman Group’s Code containing two new alcohol marketing rules has come into effect.
The first is that alcohol branding must not appear on children’s replica sports shirts under sponsorship agreements signed after 1 January 2008. The other new rule prevents producers from using their marketing to urge consumers to drink rapidly or down their drinks in one.
The changes appear in the 4th edition of the Portman Group’s Code of Practice on the Naming, Packaging and Promotion of Alcoholic Drinks. The new rules were first announced last summer with companies given six months to adjust their marketing accordingly.
Commenting on the decision to remove branding from children’s replica sports shirts, David Poley, Portman Group Chief Executive, said:
“No drinks company ever sets out to communicate to children. It’s right that producers have decided to close the door on this unintended consequence of sports sponsorship.”
On the new rule on rapid drinking,
“Only consumers can determine how they drink but producers should not be promoting any potentially harmful drinking style. Our website gives guidance on how we expect the rapid drinking rule to be interpreted by the Independent Complaints Panel. In addition to the mandatory requirements set out in the Code, we have a new section giving best practice advice. This covers the use of website age verification pages, unit labelling and the promotion of drinkaware.”
Notes to editors
The fourth edition of the Code of Practice can be viewed at www.portmangroup.org.uk
The Portman Group’s Code of Practice on the Naming, Packaging and Promotion of Alcoholic Drinks applies to pre-packaged alcoholic drinks and the promotional activities of drinks producers. The Code covers a drink’s name and packaging, press releases, websites, sponsorship, sampling, branded merchandise, advertorials and all other promotional material. It does not apply to alcohol advertising which is regulated by the Advertising Standards Authority.
The Code also prohibits the marketing of alcoholic drinks to under-18s; the alcohol content of a drink must be made absolutely clear; its alcoholic strength should not be dominant; there must be no association with illegal drugs, bravado, aggression or anti-social behaviour and any suggestion that the drink will lead to sexual success or increased popularity are also banned.
All complaints are heard by an Independent Complaints Panel which is Chaired by Sir Richard Tilt, former Director General of the Prison Service. The Panel looks at each case on its merits and decides whether the complaint should be upheld. A single complaint from a member of the public, or any interested party, is enough to trigger an investigation. The other members of the Panel are Morven Proctor, Callum Jacobs, Angela Sarkis CBE, Nigel Long, Jon Eggleton, Revd. Canon Professor Martyn Percy and Barbara O´Donnell.
The Portman Group is the largest financial supporter of the Drinkaware Trust, the new charity responsible for educating consumers about sensible drinking. Portman Group member companies are: Bacardi-Martini, Beverage Brands, Brown-Forman; Carlsberg UK; Coors Brewers; Diageo; Inbev UK Ltd; Pernod Ricard UK; and Scottish & Newcastle.
For more information call the Portman Group on 020 7907 3700
back