Labelling

The packaging of alcoholic drinks must not incite consumers to drink quickly, under new marketing rules published today.

Alcohol watchdog the Portman Group admitted that the branding of a product, rather than the style of packaging used, was more likely to urge people to down a drink in one.

But it said there were packaging formats, such as single-measure drinks, that would potentially be affected, and it would ultimately be down to an independent complaints panel to adjudicate.

Portman Group chief executive David Poley said: "Retailers will not sell any drink found to be in breach of the code until it has been altered to comply with it."

The Portman Group's code of practice on the naming, packaging and promotion of alcoholic drinks will affect all pre-packaged drinks marketed in the UK from the beginning of next year.