Trade body Portman Group cracks down on ‘offensive’ marketing of alcoholic drinks
UK drinks body Portman Group has urged alcohol brands not to create ‘offensive’ adverts in a bid to crack down on discriminatory marketing in the industry.
The trade group has laid out new rules to ensure a drink’s name, packaging and any promotional material does not cause serious or widespread offence, with producers urged to be careful when referencing topics such as race, religion and gender.
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The new code of conduct also warns against marketing that links alcoholic drinks with illegal behaviour, or claims the product has mind-altering qualities.
In addition, Portman has outlined new guidelines stating that single-serve, non-resealable containers should not contain more than four units. The move comes after the chief medical officer changed drinking guidelines from a daily to a weekly measure.
Portman chief executive John Timothy said: “In completing this review we have been conscious throughout of the need to drive up standards and provide better protection for consumers, while at the same time supporting producers to innovate and bring forward new and exciting brands and products.
“Our latest code update reflects changes in the industry and wider society and strikes the right balance between protection and creative freedom.”
The code of practice, which applies to all alcohol promoted or marketed by producers in the UK, will come into force in September.
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Jaega Wise, head brewer at the Wild Card Brewery, said: “I would like to thank everyone who has campaigned on this issue. I am delighted that Portman Group has taken steps to include discriminatory marketing in its code of practice.
“It is an important change that will make a big difference to how beer in particular is marketed, especially with regards to women.”