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A6. Advertising & Marketing Alcohol
1 January, 2013
Submitted: 23 April, 2014
Please describe what are you have done over the last year to ensure that your products are marketed responsibly.
As full Portman Group members, we continually review our own processes and training to ensure that we are marketing our products in a responsible way. We play an active role in any developments of the Portman Code and have our own Code of Conduct (available for DH to review if required) for employees which encompasses all these areas and more (i.e. it includes our Employee Alcohol Policy).
Our advertising is voluntarily pre-approved by CAP and we regularly use the Portman Advisory service to check new materials. Our marketing and agency staff are all trained regularly on these codes, and we communicate key messages throughout the SHS Group on responsibility, to ensure it is at the heart of what we do.
Drinkaware.co.uk features on all our communications and packs, and we have also relaunched our own campaign (Look After Your Mates) which features drinkaware and supports their messages. We have used our own social media sites to promote this campaign to the target audience, asking them to review their own behaviour and responsibilities on a night out (please visit www.nextsaturdaynight.com to view the campaign).
We have recently signed up to the new Portman Group Sponsorship Code and as such ensure that all our sponsorship agreements include a recognisable commitment to responsible drinking. Our latest tv sponsorship deal included the drinkaware.co.uk address on all adverts and idents, reaching sixteen million adults.
In the last year, we have amended or refused a number of promotions, sponsorships or creatives on the grounds that we felt them to be irresponsible (even if just through the spirit, rather than just the letter, of the codes). Where guidance changes to reflect a fast changing environment (such as digital marketing) then we contribute to that debate and update our own processes accordingly.
Do you use the Drinkaware logo?
Yes on all communications, internal and external
Are you signed up to the Portman Group Code?
Yes and take an active role as full Portman Group members
Please describe the process you have in place to ensure your company does not advertise alchol on poster sites within 100m of schools.
Clear guidelines to our media booking agencies. We train all our marketing and agency staff and issue our own Code of Conduct, covering CAP, BCAP and Portman guidelines.
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