New sponsorship code for alcohol producers

The Portman Group has announced the fifth edition of its Code of Practice, which sets the standards for UK alcohol marketing.

The Portman Group has carried out a full public consultation for the new code with contributions from government bodies, NGOs and the public health community. Contributions were also sought from alcohol producers, industry representatives and marketing experts.

The fifth edition of the Code of Practice includes a new UK-wide sponsorship code, which will require producers to promote responsible drinking as an “integral part of any sponsorship”. The group confirmed that work is ongoing to develop the detail of this sponsorship code, which is expected to completed by Spring 2013.

The new code also promotes low and lower alcohol alternatives, with producers now able to draw attention to products which are below average strength. The group says this change will, “support industry’s pledge under the Government’s Responsibility Deal to remove one billion units from the alcohol market by introducing and promoting new low and lower alcohol ranges.”

Henry Ashworth, chief executive of the Portman Group said: “This is about the intelligent evolution of a highly respected and effective Code. Our task is to set the right balance between legitimate marketing activity and public protection, especially of young people.

“Tough self-regulation is the most effective way to regulate alcohol marketing and this approach is supported by Government and the industry and internationally recognised as a gold standard.

“We have also removed the barriers which previously prevented producers from promoting low and lower alcohol alternatives to consumers.”

The new code of practice also bans any “direct or indirect associations with sexual activity as well as preventing references to sexual success”. The code also bans alcohol marketing from making claims about having therapeutic properties, such as being an aid to relaxation.