The Portman Group launches awareness campaign

The low number of complaints about the packaging and promotion of alcoholic drinks has prompted The Portman Group to launch an awareness campaign.

The number of complaints has dropped dramatically recently and the drinks watchdog is concerned to highlight its role in taking action against the irresponsible marketing of products.

David Poley, chief executive of The Portman Group, said: "The low numbers of complaints could be simply because the industry is obeying the Code and there is nothing for people to complain about.

"We want to make sure, however, that people are aware that there is an effective body they can turn to if they believe the drinks industry is failing in its standards. It is in everyone's interest, including that of the industry, to eradicate irresponsible marketing of drinks."

Its Code of Practice on the Naming, Packaging and Promotion of Alcoholic Drinks encourages complaints against irresponsible products and promotions.

During the Code's 10 year existence there have been almost 150 complaints and over 70 irresponsible or inappropriate products have as a result been re-designed or removed from the market.

A campaign poster and leaflet is being sent to police licensing officers, alcohol agencies, trading standards officers and other non-industry groups.

The Code was established in 1996 considers complaints are considered by an independent panel, currently chaired by Lord Condon. The group is consulting with industry, government, and other organisations on the content of the Code. It is looking at reviewing a range of issues including rapid drinking and marketing of shooters and linking alcohol with sexual success.