Click here to go to the Eat Out Maagazine Twitter feed

Register

To receive our newsletter, click below…

People Moves

Got a people move story for Eat Out Magazine? Email clarer
@dewberryredpoint
.co.uk

Alcohol marketing rules come into effect

8th January 2008, 3:32pm

The Portman Group's two new alcohol marketing rules have come into effect, after being announced six months ago.

Alcohol branding must no longer appear on children's replica sports shirts and this rule applies to sponsorship agreements that were signed after 1^st January 2008.

The second rule will prevent producers marketing their alcoholic drinks in a way that encourages consumers to drink quickly or down their drinks in one go.

Companies responsible for marketing alcoholic drinks across the UK have been given six months to adapt their procedures. Firms were encouraged to re-name drinks previously known as shooters and slammers to something more suitable.

Speaking about the new rules, Portman Group's Chief Executive, David Poley said: "No drinks company ever sets out to communicate to children. It's right that producers have decided to close the door on this unintended consequence of sports sponsorship."

Shots, shooters and slammers are often associated with binge drinking and David Poley highlighted that producers and the way they promote their drinks can have a detrimental affect.

He added: "Only consumers can decide how they drink but producers should not be promoting any potentially harmful drinking style. Our website gives guidance on how we expect the rapid drinking rule to be interpreted by the Independent Complaints Panel.

"In addition to the mandatory requirements set out in the Code, we have a new section giving best practice advice. This covers the use of website age verification pages, unit labelling and the promotion of Drinkaware."

The changes appear in the 4^th edition of the Portman Group's Code of Practice on the Naming, Packaging, and Promotion of Alcoholic Drinks.

Weblink: www.portmangroup.co.uk

Related Articles:

04 Dec 2009 - Beer by Brewdog banned from UK bars
02 Sep 2009 - Pubs back Drinkaware's £100m initiative

Words Clare Riley 0 comments

Click here to submit a comment!

Have your say!

To comment on this article, simply enter your name and email and send us your views. Please note that your comment will appear publicly below this article once it has been processed. For enquiries please email info@eatoutmagazine.co.uk.