Portman Group - Code of Practice on the Naming, Packaging and Promotion of Alcoholic Drinks (6th edition)

15 Mar

Following a consultation last year, the Portman Group has this month issued its sixth edition of its Code of Pratice on the Naming, Packaging and Promotion of Alcoholic Drinks, a copy of which can be found here - http://www.portmangroup.co.uk/codes/alcohol-marketing/code-of-practice/code-of-practice

Key changes include the following:

  • “A drink’s name, packaging and any promotional material or activity should not cause serious or widespread offence.  The rule sets out that Producers need to be careful when referencing race, religion, gender, sexual orientation, disability and age on packaging or promotional material.
  • Protection of the vulnerable has been explicitly added as an overarching principle of the Code.   
  • The Code advises that single-serve, non-resealable containers shouldn’t be more than 4 units following the change in the CMO guidelines from daily to weekly guidance. This establishes a new and credible definition for assessing complaints about irresponsible sampling promotions or packaging such as single-serve, non-resealable containers. Mitigating factors for products up to six units such as premium status, pricing and share message inclusion may be taken into account.    
  • A product should not suggest any association with illegal behaviour. This has been added to the Code rule prohibiting association with bravado or violent, aggressive, dangerous or anti-social behaviour. This prohibits any link between alcohol marketing and contemporary illegal behaviour and the glamourising of criminal activity.
  • A product should not claim to have mind-altering qualities or suggest that it will change mood or behaviour. This has been added to the Code rule that prevents any suggestion that a product has therapeutic qualities or can enhance mental or physical capabilities.”

The code will come into force on 23 September 2019.

Law correct at the date of publication.
Back to Latest News