The Portman Group operates the Code of Practice of the Naming, Packaging and Promotion of Alcoholic Drinks to ensure that alcohol is marketed responsibly and only at adults.
The Code applies 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.
First introduced in 1996, the Code is regularly reviewed. Following an open public consultation, the fifth and latest edition came into force on 31 May 2013. Click here to read the Code and here for detailed guidance on its remit.
The Code is 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.
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.