Portman Group publishes latest marketing code
The fifth edition of the Alcohol Marketing Code, which came into force last Friday (31 May), also includes a change to the ‘strength rule’, meaning producers can now promote low and lower-alcohol drinks as a dominant responsible drinking theme.
Portman Group chief executive Henry Ashworth said: “The industry works hard to operate an effective and practical approach to self-regulation, and I am encouraged that government has recognised this in its alcohol strategy.
“Our aim is to support the industry through our advisory service and get the right balance between enabling innovative campaigns and NPD, while protecting the public from unacceptable marketing, especially children and young people.”
The Portman Group’s Code of Practice on the Naming, Packaging and Promotion of Alcoholic Drinks was launched in November 2012.
The fifth edition of the Portman Group Code:
- Ensure consistent and seamless self-regulation – the remit of the Code has been extended so that it applies to all alcohol marketing not otherwise regulated by the Advertising Standards Authority (ASA) or Ofcom.
- Clamp down on inappropriate marketing claims – the Code now bans any direct or indirect associations with sexual activity as well as preventing references to sexual success. It will also be prohibited for alcohol marketing to make claims about having therapeutic properties, such as being an aid to relaxation.
- Protect under 18s – images of people who are (or look like they are) under 25 can no longer be featured in a significant role or be seen drinking or holding alcohol.
- Cover alcohol marketing and social media – The Code will cover any online content that is not subject to the ASA rules, such as public relations materials, blogs and user-generated content not adopted by the producer.
- Promote low and lower alcohol alternatives – producers are now able to draw attention to products that are below the average strength of similar drinks by making the lower strength a dominant theme.ntroduce a UK-wide Sponsorship Code – there will be a new UK-wide Code for sponsorship that will require producers to promote responsible drinking as an integral part of any sponsorship
