Code of Practice

The Portman Group operates the Code of Practice of the Naming, Packaging and Promotion of Alcoholic Drinks and the Code of Practice on Alcohol Sponsorship to ensure that alcohol is marketed responsibly and only at adults.

The Codes apply to all alcohol marketing (including naming, packaging, sponsorship, point-of-sale and brand merchandising) which is primarily UK targeted and not already subject to regulation by the ASA or Ofcom.

Both Codes are regularly reviewed. Following an open public consultation, the sixth and latest edition of the Naming and Packaging Code was published on 4 March 2019. Click here to read the Code and here for detailed guidance on its remit.

The Code of Practice on Alcohol Sponsorship was published in 2014 after a full public consultation.

The Codes are supported by over 140 drinks producers, trade bodies and retailers and is also commended to licensing officers in the supporting guidance to the Licensing Act 2003.  

Supporting Producers

As well as administering the Code, the Portman Group helps drinks producers comply with the rules through a fast, free and confidential Advisory Service. Read more