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Portman Group launches ‘major’ Code of Practice review
UK alcohol watchdog the Portman Group has launched a fifth “major” review of its Code of Practice and is welcoming input from anyone with an interest in alcohol marketing.
The Portman Group has launched a fifth “major” review of its Code of Practice
The Portman Group has opened a public consultation, which will run for 10 weeks, in order to explore several key issues surrounding alcohol marketing. It can be accessed via the Portman Group website at portmangroup.co.uk.
Subjects to be raised include changes in mood or behaviour, and potentially giving the Independent Complaints Panel (ICP) further powers to rule against implications that alcohol consumption will “improve” mental/physical capabilities.
The consultation will also explore defining immoderate consumption – establishing a new and credible definition for assessing complaints about irresponsible sampling promotions or packaging such as single serve, non-resealable containers, following the removal of daily guidelines from the chief medical officers’ lower risk drinking guidelines.
Further items for discussion will include strengthening the code to prohibit direct or indirect links with alcohol and illegal activity, and introducing a new rule with supporting guidance to tackle offence, such as sexism in marketing.
Stakeholders are also invited to raise new concerns – particularly issues surrounding technology and changing marketing and consumer landscape.
John Timothy, chief executive of the Portman Group, said: “This is a great opportunity to shape the future of alcohol regulation and I urge anyone with a view on alcohol marketing to get involved.
“We have one of the strongest and most effective systems of self-regulation in the UK and we want to keep it that way.
“By asking challenging and ambitious questions now, we can ensure the code provides the right balance between maintaining the highest standards of responsible marketing and allowing producers the freedom to create great brands and campaigns which are so important to the UK’s economy.”
The sixth edition of the code will be implemented in spring 2019. Since its introduction in 1996, more than 150 drinks brands have been found to be in violation of the code.
In the UK, alcohol marketing is co-regulated by the Advertising Standards Authority (ASA), Ofcom and the Portman Group.
Last month, hip-hop producer DJ Khaled came under fire after failing to mark numerous sponsored alcohol posts on his social media pages as ‘ads’.