Two-for-ones bannedin BBPA promo code

by Ewan Turney

The long-awaited British Beer & Pub Association (BBPA) code of practice on drinks promotions bans two-for-one offers and drinks games.

The code, which the BBPA hopes the Government will adopt as a national standard, is a key part of attempts by the trade to show it can tackle binge drinking.

It is hoped the code, which has already been delayed for more than eight months by discussions over its legality with the Office of Fair Trading, will show the trade can act responsibly to curb rogue promotions.

The code admits there is a problem with some rogue retailers and promotions but seeks to identify and put a stop to them. "The code basically identifies and discourages any promotions that can directly result in drinking to excess in a short period of time or is directly linked to quantity and speed," said director of communications Mark Hastings.

The code, Responsible Drinks Promotions, also bans all-you-can-drink offers, promotions that reward customers for consuming large quantities and promotions that encourage pub crawls.

Home Office Minister Hazel Blears fuelled speculation that the Government would adopt the BBPA code in a letter to the Morning Advertiser. "A code of practice is needed because the status quo is not tolerable ­ 44% ofviolent crime is linked to alcohol and people are afraid to use their town centres for fear of becoming a victim of crime," she said.

Hastings stressed that all BBPA members, about two-thirds of all Britain's pubs, already abide by the code voluntarily. He added: "It is currently in the hands of the Government and they would need to act if it is to be implemented as a national standard."

Responsible Drinks Promotions code

X No quantity incentives such as two-for- one offers

X No drinking games allowed

X No free drink offers such as "women drink free or free drinks between 9pm and 10pm"

X No all-inclusive drinks deals

X No promotions that encourage speed drinking such as "buy two glasses of wine and get the rest of the bottle free before 9pm".

X No offers based on unpredictable events such as "free drinks for five minutes after England score a goal"

X No promotions that reward customers for drinking large quantities such as "buy four pints and get one free"

X No promotions that encourage pub crawls

X No promotions linked to sexual activity or success