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Portman Group launches ‘significant’ alcohol marketing audit

Industry watchdog The Portman Group has commissioned an audit to measure responsible marketing across 500 alcoholic drinks in Great Britain.

Portman Group
Results of the audit are expected to be published in autumn

Set to be carried out by auditor Zenith Global, the move will assess 500 alcoholic drinks in Great Britain to make sure they comply with the 12 rules found in The Code of Practice for the Naming, Packaging and Promotion of Alcoholic Drinks.

The Code of Practice was first published in 1996 and details how products must meet socially responsible alcohol marketing standards, such as only marketing to those aged over 18, and in a way that does not appeal particularly to those who are vulnerable.

Matt Lambert, Portman Group CEO, said: “We know that the vast majority of the alcohol industry is responsible, so we are confident that the results of this audit will show high levels of compliance across the market with our Code of Practice and enable us to proactively address any products which do not respect the code.

“It’s an important step to demonstrate the effectiveness of the self-regulatory model and strengthen our capacity even further.”

All alcohol categories to be included

Portman Group confirmed the audit’s sample would be ‘statistically representative and weighted’ so that all categories of alcohol are included.

Previously, the group has commissioned audits to test compliance, and as a regulator, does not create complaints itself, so investigations come from the complaints of other bodies or individuals.

In this audit’s case, the group noted that if Zenith Global raises an issue with a product it will act as the named complainant and will raise a complaint with the Portman Group.

From there, cases will follow the formal complaints process. Initially, the complaint will be assessed by the chair of the Independent Complaints Panel to see how it should be resolved.

The new audit will be implemented on a bi-annual basis.

Additionally, once concluded, the audit will result in the publication of two reports and products that will go to a formal investigation, after which the full accompanying decisions will be publicised.

Results for the first audit are expected to be published in autumn, Portman Group said.

As the UK alcohol industry regulator, the Portman Group has more than 160 Code signatories from producers, retailers and membership bodies. It has funding from 20 member and associate member companies, including Beam Suntory, Diageo GB and Pernod Ricard UK.

In previous years, the watchdog has upgraded labelling guidelines for alcohol labels and called on the UK government for more low-and-no consultations.

In July 2023, it also updated its guidance to support the industry’s efforts in not appealing to under-18s.

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