Independent audit for drinks marketing

Drinks watchdog Portman Group has appointed management consultants PIPC to undertake an independent audit of how 500 beer, wine and spirit drinks are marketed.

The unprecedented move aims to expose any irresponsible alcohol packaging in both the on and off-trade.

PIPC will assess whether the packaging of drinks in this sample complies with the Portman Group's Code of Practice on the Naming, Packaging and Promotion of Alcoholic Drinks.

Drinks companies whose products are considered to be in breach of the Code will have six months to change their marketing or face investigation by the Independent Complaints Panel which has the power to remove drinks from sale.

David Poley (pictured​), Portman Group chief executive, said that the independent audit should help to strengthen public confidence in drinks marketing.

"The industry is responding to public concern about alcohol misuse by making sure that its house is in order. ​

"No other European regulator has instigated such a stringent audit of standards.

"It should help to identify any drinks failing to meet the Code's high standards.

"We are determined to ensure that drinks producer activity remains beyond reproach."

Portman's annual report, published today, showed that there were seven complaints against the marketing or packaging of drinks during 2007 - five of which were upheld.

However, it was the busiest year to date for pre-launch marketing advice with the Portman Group responding to 226 written requests.