The Portman Groupīs Code of Practice of the Naming, Packaging and Promotion of Alcoholic Drinks was introduced in 1996. The Code, which is supported throughout the industry, seeks to ensure that drinks are marketed in a socially responsible way and to an adult audience only.
The fifth edition of the Code was announced on 9 November 2012 and was launched on 31 May 2013.
Click here to access the fifth edition of the Code.
Click here to access a guide to the new rules and the changes to the fourth edition.
The Code applies to all pre-packaged alcoholic drinks and covers the drinkīs naming, packaging, point-of-sale advertising, brand websites, sponsorship, branded merchandise, advertorials, press releases and sampling.
The Code has an open and accessible complaints system. Complaints under the Code are ruled on by an Independent Complaints Panel.
If a product is found in breach of the Code, a Retailer Alert Bulletin is issued, asking retailers not to stock the offending product unless and until it has been amended to comply with the Code.
We offer a fast, free and confidential Advisory Service to companies to help them comply with the Code.
Television, radio and non-broadcast advertisements are regulated by the Advertising Standards Authority (ASA). The Portman Groupīs Code is consistent with the ASAīs rules.
Guide to the fifth edition of the Code of Practice