ALCOHOL MARKETING & SPONSORSHIP
ADVICE & GUIDANCE
The Portman Group’s Advisory Service offer free advice to producers and marketing agencies of all sizes and categories on how to market and promote products in line with our Codes of Practice. If you are a producer or agency looking for advice then please get in touch.
Alongside our bespoke advisory service, we have lots of useful information below about particular topics and guidance notes on each of the Code rules to help companies comply with the Code.
The International Alliance for Responsible Drinking (IARD) has a reference table which provides an overview of alcohol labelling requirements in various countries.
As always, the Portman Group Code of Practice operates alongside the law and the Advisory Service cannot provide legal advice. Therefore, if you require more detailed guidance on the provision of food information to consumers in line with the Food Information Regulation, we would recommend contacting your Local Trading Standards service.
- How the Naming, Packaging and Promotion Code works
- Interpretation of the Portman Group’s Code of Practice on Alcohol Sponsorship
- Rule 3.1 – Communicating Alcoholic Content
- Rule 3.2 (a) – Communication of Alcoholic Strength
- Rule 3.2(b) – Bravado, violent, aggressive, dangerous, anti-social and illegal behaviour
- Rule 3.2(c) – Associations or allusions to illicit drugs
- Rule 3.2(d) – Sexual activity or sexual success
- Rule 3.2(e) – Social success or popularity
- Rule 3.2(f) – Illegal, irresponsible or immoderate consumption
- Rule 3.2(g) – Rapid or Down-In-One Drinking
- Rule 3.2(h) – Particular appeal to under-18s
- Rule 3.2(i) – The use of images of under-25s in alcohol marketing
- Rule 3.2(j) – Therapeutic qualities or change in mood or behaviour
- Rule 3.3 – Serious or widespread offence
- Gift Packs Containing Alcohol
- Product Sampling