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A6. Advertising & Marketing Alcohol
1 January, 2013
Submitted: 14 May, 2015
Please describe what are you have done over the last year to ensure that your products are marketed responsibly (2000 characters limit):
The Portman Group (PG) operates & enforces a Code of Practice on the responsible promotion & packaging of alcohol, there are currently over 140 signatories.
The (5th) edition of the Code came into force in 2013. A number of rules were revised & its remit extended to cover a producer's co-promotional activity with retailers. PG also developed a separate Alcohol Sponsorship Code of Practice which came into force in 2014. It brings together drinks producers, leading sports & music venues and requires all sponsorship agreements to include a recognisable commitment to responsible drinking.
The PG is a proactive regulator & in 2013 completed an independent audit of 506 products against the Code. Only 3 were found to be in breach; 99.5% compliance across the market.
In 2014, the PG Code & Retailer Alert Bulletins were reinstated into Licensing Act S182 Guidance. This has helped to strengthen compliance, sanctions & further improve the effectiveness of the self-regulatory system.
A Code signatory's forum was held in 2015, to hear about the challenges Signatories face & responsible opportunities for innovation & how the PG can support them.
In 2014, PG trained 587 marketing professionals, in how to adhere to the Code. PG will also launch an online training tool in 2015 to ensure training materials are more accessible to the industry & local licensing authorities, to help maintain the high-take up numbers for training. The subsequent increased awareness of the Code over the last year has meant that PG has received complaints from wider stakeholders, including local authorities, NGOs & the Association of Chief Police Officers (ACPO). A total of 635 advice requests were received from across the drinks industry in 2014 & 72% were dealt with within 24 hours. Over the same period, the PG received just 8 complaints - demonstrating the effectiveness of the Advisory service's relationship with industry to ensure problematic products/promotions do not reach market.
Do you use the Drinkaware logo?
Are you signed up to the Portman Group Code?
Please describe the process you have in place to ensure your company does not advertise alcohol on poster sites within 100m of schools (2000 characters limit):
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