Portman Group to audit 500 alcohol brands on packaging compliance

Drinks companies whose products potentially breach the Portman code will have six months to change their packaging or product promotion, or face investigation by the Independent Complaints Panel, which has the power to remove drinks from sale.

Portman Group chief executive David Poley said the audit should help strengthen public confidence in drinks marketing.

"We are determined that drinks producer activity remains beyond reproach," he said.

The Portman Group's annual report, published today (19 February), revealed that the organisation received seven complaints – three from members of the public, three from a publican and the other from a trading standards officer – during 2007. Five were upheld.

The code of practice 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.

More than 70 drinks have been found to be in breach of the code since it was introduced in 1996.

Portman Group is the largest financial supporter of the Drinkaware Trust. Members such as Diageo, Pernod Ricard and Scottish & Newcastle account for more than 60% of the alcohol sold in the UK.

More from www.portman-group.org.uk

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