Alcoholic Content

Rule 3.1 The alcoholic nature of a drink should be communicated on its packaging with absolute clarity.

Consumers need to know at first glance whether a product contains alcohol.

Usually this means that either the word ‘alcohol’ or the alcohol type (e.g. beer, vodka etc) is clearly legible, easily located and featured with reasonable prominence.

Some drinks contain obvious visual ‘cues’ to show they contain alcohol. If the packaging is more obscure, there must be clear references to the alcoholic content. Read more

Alcohol companies have also voluntary agreed to feature health information for consumers on their products. The required elements are the number of units in a drink, the Chief Medical Officers’ Guidelines and a pregnancy warning. Read more

Need help? Contact the Portman Group Code Advisory Service

Click below to see the latest examples of products considered under each rule and the decision made by the Independent Complaints Panel. You can find all the complaint decisions here.