The fifth evolution of the Portman Group Code of Practice for alcohol producers has been announced, setting the standard for responsible alcohol marketing and effective industry self-regulation. The revised Code rules will not come into effect until May 2013, giving six months for producers and marketers to prepare.
The Portman Group committed to review the Code of Practice on the Responsible Naming, Packaging and Promotion of Alcoholic Drinks in 2011 as part of the Government’s Responsibility Deal.
The review included a full public consultation, expert workshops and views from over one hundred stakeholders ranging from government bodies, NGOs and the public health community through to producers, marketing experts and industry representatives.
The fifth edition of the Portman Group Code will:
Ensure seamless self-regulation – the remit of the Code has been extended so that it applies to all alcohol marketing not otherwise regulated by the ASA or Ofcom– this includes all producer-led marketing and joint promotions with retailers where the producer has given approval, public relations activity, and any digital marketing which falls outside the ASA’s remit.
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. The under 25 rule is designed as a safety threshold to prevent under 18s identifying with adults in alcohol marketing and is consistent with the ASA advertising rules. (There will be some exceptions for winners of professional competitions such as Bar Tender of the Year.)
Cover alcohol marketing and social media – most social media activity, including user-generated content adopted by a producer as part of their own marketing, is subject to the ASA rules. The PG Code will continue to cover any online content that is not subject to the ASA rules such as public relations materials, blogs, and user generated content which is not adopted by the producer.
Promote low and lower alcohol alternatives – producers can draw attention to products which are below the average strength of similar drinks previously disallowed under the old strength rule. This change will support industry’s pledge under the Government’s Responsibility Deal to remove 1 billion units from the alcohol market by introducing and promoting new low and lower alcohol ranges.
Introduce a UK wide Sponsorship Code – there will be a new UK wide Code for sponsorship which will require producers to promote responsible drinking as an integral part of any sponsorship – work is ongoing to develop the detail of this Code which is expected to be completed by Spring 2013.
Evolution of a highly respected and effective Code
Henry Ashworth,Chief Executive of the Portman Group said:
“This is about the intelligent evolution of a highly respected and effective Code. Our task is to set the right balance between legitimate marketing activity and public protection, especially of young people. Tough self-regulation is the most effective way to regulate alcohol marketing and this approach is supported by Government and the industry, and internationally recognised as a gold standard.”
“We have also removed the barriers which previously prevented producers from promoting low and lower alcohol alternatives to consumers.”
Key Facts
· The Code applies to all alcohol promoted or marketed by producers in the UK and joint promotions with on and off trade retailers.
· There are 140 signatories to the Portman Group Code.
· Since 1996 there have been 207 complaints about alcohol and 134 irresponsible or inappropriate products or promotions have been amended or withdrawn from market.
· Views from over a hundred organisations have been considered in shaping the new Code including 49 detailed consultation responses and six expert workshops.
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