In particular, the Code disallows:
- particular appeal to under 18s;
- confusion as to the product´s alcoholic nature;
- emphasis of its alcoholic strength;
- association with bravado, or with dangerous or anti-social behaviour;
- association with sexual success;
- any link to illegal, irresponsible or immoderate consumption;
- urging consumers to drink rapidly or ´down´ their drinks in one*;
- suggestion that drinking can lead to social success or popularity;
- claims that the product can enhance mental or physical capabilities.
There is also an annex on best practice in socially responsible marketing covering topics such as labelling and website age verification pages.
The full Code of Practice can be downloaded alongside or you can order it by calling 020 7290 1460.
If you would like to make a complaint about a product or promotional activity, please write to David Poley, Secretary to The Independent Complaints Panel, The Portman Group, 4th Floor, 20 Conduit Street, London,
W1S 2XW or email him on dpoley@portmangroup.org.uk
