Materials

Strict controls on the packaging, naming and promotion of alcoholic drinks are being highlighted in a new campaign from the Portman Group.

The alcohol watchdog is placing advertisements in regional newspapers and magazines from mid-November 2007 to January 2008 to urge consumers to complain if they have concerns about drinks marketing.

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.