‘Complain about irresponsible drinks’, urges industry watchdog

Monday, 01 December 2008

A national press advertising campaign is being launched today (Monday) to appeal for consumer complaints about irresponsible drinks producer marketing.

Seventy drinks were removed from sale by the Portman Group over the last decade following complaints. In addition, 1,560 products and promotions have been "scrutinized" before launch with hundreds of them amended.

Compliance with the Portman Group's code of practice on the naming, packaging and promotion of alcoholic drinks is mandatory for all UK producers, regardless of the size of company or type of alcohol they produce.

A series of ads in the national press across the UK over the next two weeks will play on the themes of complaining at Christmas.

Direct mail will also be used to target the types of professionals likely to come across irresponsible marketing through their work, such as trading standards and police licensing officers.

The campaign was launched as it became less likely that a minimum price for alcoholic drinks in supermarkets would be set by MPs.

David Poley, Portman Group's chief executive, said: "The code's effectiveness was recognised recently by KPMG in its review of industry standards and the code was named among the International Harm Reduction Association's 50 leading global initiatives.

"We want to be certain that all producers are meeting the code's high standards. Consumers can help us achieve our goal by complaining about any irresponsible marketing that has crept under our radar."

Mike Dennis