Most alcohol packaging complies with Portman Code

The Portman Group commissioned management consultancy PIPC to collect a random sample of 485 drinks and assess their packaging against the code.

PIPC raised concerns over a total of 32 brands, which are yet to be named.

The companies concerned have four months to either alter their packaging in response to these concerns or go before the Independent Complaints Panel, which has the power to withdraw a drink from sale if it does not comply with the code.

Portman Group chief executive David Poley said the audit had raised concerns about a number of drinks, including some well-known brands.

"Our Code Advisory Service will give confidential advice to these drinks' producers who may alter their packaging or opt for an Independent Complaints Panel decision," he said.

The code covers a drink's name and packaging, press releases, websites, sponsorship, sampling, branded merchandise, advertorials and other promotional material.

It prohibits the marketing of alcoholic drinks to under-18s; the alcohol content must be clear; alcoholic strength should not be dominant, and it must not encourage rapid or down-in-one drinking.

There must also be no association with illegal drugs, bravado, aggression or anti-social behaviour and any suggestion that the drink will lead to sexual success or popularity is banned.

The Portman Group will publish a complete audit trail of the brands involved; including the subsequent actions taken by those PIPC raised concerns over, later in the year.

More than 70 drinks have been found in breach of the code since it was established alongside the Independent Complaints Panel in 1996.

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