Portman Group focuses on inappropriate alcohol advertising

The firm is also distributing a guide to making complaints and dripmats that promote its code of practice.

The code prohibits packaging that incites consumers to drink quickly or unduly emphasises a drink's alcohol content. There must also be no association with illegal drugs, sexual success, bravado or violence.

The Independent Complaints Panel has considered four complaints so far this year from the public and a trading standards officer. Two were upheld.

Portman Group chief executive David Poley said: "Complaints help us to identify and eliminate any inappropriate marketing that is letting down the rest of the industry."

Portman's revised code of practice will affect all pre-packaged drinks marketed in the UK from the beginning of next year.

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