A new study has revealed near universal levels of compliance across the alcohol industry with the voluntary health labelling guidelines set by the Portman Group – the UK alcohol marketing self-regulator and social responsibility body.
The study sampled 500 alcohol products taken from the UK’s top brands, who together roughly cover over 90% of the retail alcohol sold by volume across all major UK retailers.
The results show that UK consumers are now provided with more information than ever before on alcohol labels, enabling them to make an informed choice to support moderation and responsible drinking behaviour. This also demonstrates that the industry has taken the initiative on responsibility in the absence of any Government-required mandate.
The study found near universal coverage of the Portman Group’s minimum recommended guidelines:
- Over 99% of labels carry a pregnancy warning logo or message.
- 96% carry alcohol unit content information.
- 89% carry the UK Chief Medical Officers weekly low-risk drinking guidelines not to regularly drink more than 14 units per week.
- 85% carry a reference to the independent education charity Drinkaware – and we recognise that this carries a license cost implication for producers.
The research also revealed significant increases in many brands going above and beyond the guidelines with the following additional elements:
- Close to two thirds (62%) carry calorie information on label.
- Just under half (48%) carry a warning against drink driving.
- 41% carry an age restriction warning.
For over 30 years, the UK alcohol industry has proactively worked to ensure that alcohol labelling is both socially responsible and informative for consumers, and since 2017 the Portman Group has been advising the industry on adhering to the most recent industry Best Practice Guidance.
We recognise the UK Government’s intention to consult later this year on the mandatory provision of health warnings and nutritional information on packaging. As a pro-active and pro-growth responsibility body, the Portman Group shares the view that clear and consistent and actionable product information for consumers is vital. We would urge as a reasonable first step, applying consistency in existing high labelling standards to close the remaining gaps whilst avoiding unfairly penalising responsible producers who have voluntarily applied responsible consumer advice. We strongly urge the Government to take a collaborative approach to work with the Portman Group and wider industry, taking advantage of our knowledge and experience in setting and applying standards.
Matt Lambert, CEO of the Portman Group said: “We are proud to see our best practice guidance voluntarily adopted near universally across UK alcohol products – helping consumers to make an informed choice around alcohol and supporting moderation and responsible drinking behaviour.
“Go into your nearest supermarket and pick up a bottle of beer, cider, wine or spirits from the top brands on the UK market and you are likely to find a wealth of information voluntarily provided. Alongside an ABV you will see pregnancy warnings, unit information, the Chief Medical Officer low-risk guidelines, calorie information, and increasingly ingredient information as well as further health warnings against drink driving or underage drinking.
“This huge progress should not be taken for granted and represents significant hard work and investment from responsible producers, retailers and importers across the industry – all the more impressive given how diverse and ever-changing the sector is.
“We recognise there is more work to do and we stand ready to work with the Government to close the small gaps in the existing high standards with those who need to go further whilst not unfairly penalising and adding additional burdens to the vast majority of producers who have voluntarily carried consumer health information.”
The full report can be found here.