Alcohol industry partners back National FASD’s Just One Choice campaign for 9/9 International FASD Awareness Day

The National Organisation for FASD today announces the launch of its Just One Choice campaign, going live on 9 September – International FASD (Fetal Alcohol Spectrum Disorder) Awareness Day – with strong backing from leading alcohol industry partners. Diageo, Heineken, the Portman Group and the Scottish Alcohol Industry Partnership will be sharing new social media assets across consumer and trade channels, helping the campaign reach audiences inside the drinks industry as well as the wider public.

FASD is a lifelong, preventable neurodevelopmental condition that can occur when a baby is exposed to alcohol during pregnancy, affecting physical health, brain development and behaviour. International FASD Awareness Day on the ninth day of the ninth month highlights the importance of avoiding alcohol for the nine months of pregnancy, and industry support ensures this message is visible where alcohol is produced, promoted and sold.

By partnering with major producers and industry responsibility bodies, the Just One Choice campaign will benefit from established industry networks and trusted trade platforms. Posts and materials will be shared not only on consumer-facing channels, but also across on‑trade communications, helping bars, pubs, retailers and distributors recognise their role in supporting alcohol‑free pregnancies. The campaign also is designed to have a bigger trial with posters and graphics for screen displays in pubs and restaurants. National FASD is looking for pub chains who would like to support this campaign.

Campaign highlights

• Launch of new Just One Choice social media and website content on 9/9 FASD Awareness Day, designed for easy sharing by brands, trade bodies and outlets.
• Active support from Diageo, Heineken, the Portman Group, and the Scottish Alcohol Industry Partnership – building on their wider responsible drinking and responsible marketing commitments.
• A specific focus on reaching on‑trade audiences – including producers, wholesalers, retailers and the on‑trade – to embed clear pregnancy messaging across the alcohol supply chain.

Quotes

Sandra Butcher, Chief Executive National Organisation for FASD: “We are pleased to launch the Just One Choice campaign which is being made possible through support of leading alcohol companies Diageo and Heineken, as well as the Portman Group, the UK alcohol industry’s social responsibility body, and the Scottish Alcohol Industry Partnership. Just One Choice brings awareness of the risks of alcohol and pregnancy to new audiences, including consumers at the point of sale. Our research shows that the public is behind more messaging at point of sale emphasising the UK Chief Medical Officers’ guidance that that safest approach is to avoid alcohol if you are pregnant or could become pregnant. The public also believes the alcohol industry has responsibility for helping to get these messages out there. Just One Choice encourages alcohol-free alternatives during pregnancy.”

Elisabeth Rochford, ESG Lead, Diageo GB: “At Diageo, we are committed to promoting positive drinking and supporting informed choices. Through DRINKiQ, our global responsible drinking platform, we provide consumers with evidence-based information about alcohol and health. We’re proud to support the Just One Choice campaign in helping share clear, consistent information about the importance of avoiding alcohol during pregnancy.”

Sonia Thimmiah, Corporate Affairs Director, HEINEKEN UK: “We’re proud to support National FASD’s Just One Choice campaign and the important message at its heart. We recognise the risks of harmful alcohol consumption and the role we, and the wider industry, must play in addressing them. Every one of our alcohol product labels carries a pregnancy warning, and our growing range of 0.0 alternatives ensures that no one has to miss out on the moments that bring us together.”

Matt Lambert, CEO, the Portman Group: “We’re proud to support the Just One Choice campaign, underlining our commitment to an alcohol-free pregnancy in line with NHS guidance. Whilst our best practice recommendations ensure that pregnancy warning labels are near universally present on alcohol packaging in the UK, this campaign will help get this important message to even more people wherever they are.”

Paul Waterson, Chair SAIP: “The Scottish Alcohol Industry Partnership (SAIP) is an alliance of alcohol beverage producers and trade representatives working together to support initiatives that promote responsible consumption and tackle harmful drinking in Scotland. We are proud to support the ‘Just One Choice’ campaign highlighting the importance of having an alcohol-free pregnancy as recommended by the UK Chief Medical Officers.”

Joanna Buckard, Director of Innovation and Just One Choice lead, The National Organisation for FASD: “I am so delighted that Just One Choice is launching on International FASD Awareness Day and that this campaign makes information about the risks associated with an alcohol exposed pregnancy available at the point of sale. Clear information allows people to make informed decisions. Decisions that can last a lifetime. It’s brilliant that major producers and industry responsibility bodies, are standing up and making it clear that they support alcohol-free pregnancy and the Just One Choice campaign.”

About the Just One Choice campaign

The Just One Choice campaign is part of National FASD’s ongoing work to raise awareness of Fetal Alcohol Spectrum Disorder and promote prevention through clear, accessible public information. The campaign is funded by Diageo, Heineken, The Portman Group and the Scottish Alcohol Industry Partnership but the content and all materials were developed independently by National FASD and reviewed by its experts committee. The concept was developed by communications partner Blurred, who tested it with focus groups. By partnering with alcohol brands and trade bodies, the campaign recognises that everyone in the sector has a part to play in supporting alcohol‑free pregnancies and reducing the risk of FASD.

About The National Organisation for FASD

Founded in 2003, The National Organisation for FASD is dedicated to supporting people with Fetal Alcohol Spectrum Disorder (FASD), their families and communities, and promoting education for professionals and public awareness about the risks of alcohol consumption during pregnancy.

National FASD’s work spans the four nations of the UK, working with government, health services, and communities to ensure people with FASD are recognised and supported and to help raise awareness of the importance of alcohol-free pregnancy. Our work is based on the CMOs guidance, the DHSC FASD Health Needs Assessment, NICE Quality Standard 204 and SIGN 156.

A complaint against a promotional activity featuring a BuzzBallz branded Gacha Machine on London’s South Bank has been upheld by the alcohol industry’s Independent Complaints Panel (Panel). The full decision can be found here.

The complainant was also concerned that the product being distributed as part of the promotion, BuzzBallz Berry Cherry Limeade, resembled a toy and that the flavour was appealing to under-18s. The packaging was considered separately by the Panel and was found not in breach of the Code. The full decision can be read here.

The complaint, from a member of the public, expressed concern about the Gacha Machine which was “dispensing Buzzballz-branded Labubu toys, stickers and alcohol. The large, branded machine also displayed images of emojis and cartoon characters which could be seen by under-18s.

The Panel considered both cases under Code rule 3.2(h), which states that a drink, its packaging and any promotional activity should not have a particular appeal to under-18s.

In relation to the BuzzBallz branded Gacha Machine promotional activity, the Panel considered that London’s South Bank was a popular destination for all ages, including families with children. Therefore, the Gacha Machine was clearly visible to anyone in the vicinity including under-18s even if they were not able to take part in the activity due to age verification checks for participants.

The Gacha Machine dispensed prizes which included BuzzBallz-branded Labubu style plushies, stickers and BuzzBallz Berry Cherry Limeade all of which were intended to be taken away and would be seen by a wider audience. The Gacha Machine was brightly coloured, decorated in emoji-style motifs and included large blue and white font creating a distinct eye-catching contrast. The Gacha Machine also incorporated a large depiction of a character resembling a Labubu-style toy, which the Panel noted were very popular with under-18s.

Each of these elements in isolation were considered by the Panel to have a particular appeal to under-18s.  When these elements were then considered together, the Panel concluded that the overall impression had a high level of appeal that would particularly resonate with under-18s. Therefore, the Panel found the Gacha Machine promotional activity in breach of the Code and upheld the complaint.

The Panel also considered the complaint against BuzzBallz Berry Cherry Limeade. The Panel noted that while the packaging shape bore a similarity to a ball, not all balls were toys and would have broad appeal across all ages. The packaging also included a ring pull top and flat bottom base identifying it as a drinking receptacle. The Panel discussed the flavour, noting that while ‘Berry Cherry Limeade’ was predominantly a fruit flavoured drink, it had both a sweet and sour profile that was complex and could have appeal to a broad range of age groups. The Panel concluded that in the context of simple packaging, albeit with a novel design, the flavour did not contribute to an overall impression that would have a particular appeal to under-18s. Therefore, the Panel did not uphold the complaint under Code rule 3.2(h).

The Panel also considered the BuzzBallz Berry Cherry Limeade name under Code rule 3.2(f); a drink should not encourage illegal, irresponsible or immoderate consumption and Code rule 3.2(a); a drink should not give the higher alcoholic strength or intoxicating effect undue emphasis. The Panel considered the word ‘buzz’ and whether it gave either the drink’s higher alcoholic strength or intoxicating effect undue emphasis. In a decision made in 2022*, the Panel had previously found that ‘buzz’ did not suggest that consumption of the drink could provide an effect, such as a buzz, as there was nothing else on the packaging that implied this. The Panel stated in the previous case that if there was not enough to suggest that the word ‘buzz’ would provide an ‘effect’ then it could not be said that the word alone placed undue emphasis on a potential intoxicating effect. The name was therefore not found in breach of Code rule 3.2(a).

The Panel then considered whether the word ‘buzz’ encouraged irresponsible consumption. The Panel stated that while ‘buzz’ could be linked to a feeling in some circumstances, it was not enough to encourage irresponsible or immoderate consumption that would directly result in intoxication, particularly in the context where there was nothing else on the packaging which suggested this. Accordingly, the product was not found in breach of Code rule 3.2(f).

Chair of the Independent Complaints Panel, Rachel Childs, said: “Producers must be cautious when developing innovative promotional events. The many elements that made up this activity all had, in their own way, a particular appeal to under-18s. This is a precedent setting case of which I would encourage all producers to take note. Age-gating an event is not enough to ensure that a promotional activity will not have a particular appeal to under-18s. Producers must be mindful of where such events are held as well as making sure the activity does not incorporate elements which have a particular appeal to under-18s, such as machines that are well-known for dispensing toys and sweets. The Panel welcomes the producer’s assurance that the Gacha Machine will not be used again in promotional activity.”

A spokesperson for Sazerac said: “Sazerac strives to adhere to ethical, moral, and legal standards with our portfolio of brands. Our promotional Gacha Machine was designed to reflect BuzzBallz’s brand’s packaging and personality – bold, fun, distinctive, and creative. BuzzBallz is an adult product, marketed exclusively to adults. In line with that, participation was strictly restricted to adults. Sazerac is committed to marketing our brands responsibly and promoting responsible consumption strictly for legal-age customers.”

* Complaint against BuzzBallz products not upheld – Dec 2022 – https://www.portmangroup.org.uk/complaint-against-buzzballz-products-not-upheld/

The Portman Group is delighted to welcome Moët Hennessy, one of the best-known brands in the sector as its newest member.  As the Portman Group celebrates the 30^th anniversary of its Code of Practice, Moët Hennessy becomes the 20^th full member of the Portman Group, making it the largest membership the self-regulatory body has ever had.

2026 sees the Portman Group celebrate 30 years of its Code of Practice, welcoming a new member to help see them through the years to come is vital to demonstrate the seriousness with which the UK alcohol industry takes its commitment to responsible marketing. The success of the Portman Group is made possible by its members, who champion high standards and a responsible approach to alcohol regulation.

Matt Lambert, Portman Group CEO:

“The Portman Group continues to go from strength to strength; with the addition of another new member, we are showing that self-regulation is an important part of the responsibility landscape for alcohol producers in the UK. The history and experience that Moët Hennessy brings will be vital in helping steer the Portman Group in the coming years and to ensure consumers remain protected and that responsible marketing and promotion remains a key feature of the sector.”

Julie Nollet, MD Moët Hennessy UKI:

“The long-term success of our Maisons depends on maintaining the trust of consumers, policymakers, and society at large. That is why Moët Hennessy is proud to join the Portman Group and support its long-standing commitment to responsible marketing. Strong and credible self-regulation is essential to ensuring that innovation, creativity and responsibility continue to go hand in hand.”

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.

A complaint against VK’s Squashka products has been upheld by the alcohol industry’s Independent Complaints Panel (ICP).

The complaint, from a member of the public, expressed concern that the products could appeal to children due to the “childlike flavours, colourful packaging in a carton synonymous with children’s drinks” and “using the word ‘squash’ in the title of an alcoholic drink”.

The Panel considered and upheld the complaint against three products:  VK Squashka Berries & Cherries, VK Squashka Orange & Pineapple and VK Squashka Apple & Blackcurrant.

Each product was found in breach of four Code rules:

– 3.1 The alcoholic nature of a drink should be communicated on its packaging with absolute clarity.

– 3.2(e) A drink, its packaging and any promotional material or activity should not in any direct or indirect way suggest that consumption of the drink can lead to social success or popularity.

– 3.2(f) A drink, its packaging and any promotional material or activity should not in any direct or indirect way encourage illegal, irresponsible or immoderate consumption, such as drink-driving, binge-drinking or drunkenness.

– 3.2(h) A drink, its packaging and any promotional material or activity should not in any direct or indirect way have a particular appeal to under-18s.

You can find the full decisions here.

When considering whether the product held a particular appeal to under-18s the Panel focused on the overall impression conveyed by the packaging. The Panel acknowledged that while a 500ml Tetra Pak was not a conventional container for alcohol, unconventional packaging alone would not automatically create an appeal to under-18s. However, the Panel cautioned that producers should exercise care when using novel packaging, particularly packaging formats that were also used for soft drinks and children’s drinks to ensure that the presentation of the packaging did not particularly resonate with under-18s.

The Panel acknowledged the company’s response that the name was intended to communicate a cocktail serve which consisted of vodka and squash mixed together. While acknowledging that adults also consumed squash, the Panel stated that because of a child’s predisposition to enjoy simple, sweet flavours, squash was a highly popular drink for under-18s and would strongly appeal to them. In this case, the Panel noted that the packaging placed a significant emphasis on ‘squash’ and considered that the name had an elevated risk, which when placed in the context of a Tetra Pak with a sweet, simple flavour, contrasting colours and thick black keyline created a particular appeal to under-18s. Based on the overall impression,  the complaint was upheld under Code Rule 3.2(h).

The Panel further concluded that these same factors placed a greater obligation on the products’ labelling to clearly communicate its alcoholic nature. While the product did meet the minimum standards set by labelling regulations, the Panel expressed concern that the overwhelming impression created from the combination of the ‘Squashka’ name, a flavour commonly associated with squash, the colours and Tetra Pak container was one that detracted from the alcoholic nature of the drink and therefore could reasonably cause confusion as to whether the drink was alcoholic. On that basis the complaint was upheld under Code rule 3.1.

The Panel also concluded that the line ‘Flavour Sorted. Party Started’ found on the top of the packaging was a breach of Code Rule 3.2(e), whereby a drink’s packaging should not suggest that consumption of the drink can lead to social success or popularity. The Panel considered that ‘Party Started’ could suggest that the presence of alcohol had acted as a catalyst to the success and enjoyment of the party. The Panel acknowledged that while the company may not have intended for the line to be interpreted in such a manner, the ambiguous meaning had created an inadvertent breach of the Code.

Finally, the Panel noted that the instruction on the back of the label to ‘Drink. Dance. Recycle. Repeat’ was likely a playful way to encourage good environmental practices but nonetheless concluded that the line encouraged immoderate consumption by encouraging consumption of more than one drink in one sitting, thereby taking a consumer to seven units in one sitting even if only two were consumed. The complaint was therefore upheld under Code rule 3.2(f) (a drink, should not in any direct or indirect way encourage illegal, irresponsible or immoderate consumption, such as drink-driving, binge-drinking or drunkenness).

Chair of the Independent Complaints Panel, Rachel Childs, said: “. The VK Squashka cases provide an interesting and balanced precedent for the industry. Innovation in product packaging alone is unlikely to breach the Code but producers must be mindful how such creativity may enhance the appeal of a product to under-18s when combined with other factors such as a name, soft drink crossover, colours and artwork. I am pleased that the producer has chosen to work with the Advisory Service so openly and positively to redesign the packaging and change  the product’s name to address the concerns raised by the Panel.”

Matt Bulcroft, Marketing Director at Global Brands, added: “We welcome the opportunity to work alongside Portman Group to uphold high standards across the industry and support responsible marketing. Our move into Tetra Pak was driven by evolving consumer demand for more convenient and environmentally conscious formats. However, we recognise the importance of considering broader perceptions when introducing a new packaging format within the category. Following constructive discussions with the Portman Group, we have agreed to update the design and name of the products in question, to strengthen on-pack clarity and ensure our branding and messaging remain firmly aligned with responsible consumption. We look forward to announcing further details on the new product design and name in due course.”

A complaint against Fortitude Spirit’s Cactus Jack’s alcoholic schnapps products has been upheld by the alcohol industry’s Independent Complaints Panel (ICP).

The complaint, from a member of the public, expressed concern about some of the product names, such as Fruit Salad Frenzy and Cola Kick, the cactus cartoon character and sweet flavours which could have a particular appeal to under-18s. The complainant was also concerned that the Red Cherry Rebel product suggested that “it’s cool to be badly behaved”.

The Panel considered the concerns raised by the complainant and the additional concerns raised by the Chair which resulted in all seven products being found in breach of the Code. Several Code rules were considered by the Panel with the majority being found in breach. You can find each decision, including the Code rules considered by the Panel, below:

Cactus Jack’s Red Cherry Rebel

Cactus Jack’s Cola Kick

Cactus Jack’s Electric Blue Raspberry

Cactus Jack’s Fruit Salad Frenzy

Cactus Jack’s Twisted Strawberry and Lime

Cactus Jack’s Wicked Green Apple

Cactus Jack’s Peach Pucker

The Panel considered each product individually and carefully assessed them in the round. The Panel discussed the products’ use of cartoon imagery, bright colours and sweet flavours. They noted that these elements in isolation were not inherently problematic but that they could contribute to a breach of Code rule 3.2(h) (whereby a drink should not in any direct or indirect way have a particular appeal to under-18s). The Panel concluded that the overall impression conveyed by the cartoon-like cactus with exaggerated features, thick bold keylines, bright contrasting colours and sweet flavours, all combined in a way which meant the products did have a particular appeal to under-18s.

The Panel also considered the language on the products’ labels. Each product included the wording, ‘Turn it up…anything goes from here’, ‘Just add mates, music and a little chaos’, and ‘turn unplanned moments into legend’. The Panel discussed the three lines and noted that they all insinuated that something unexpected, disordered and unrestricted would happen due to consuming the product and that there was a clear inference that alcohol would play a key part in producing a ‘legendary evening’ with consumption of the product acting as the catalyst. The Panel stated that glorifying chaotic and unconstrained behaviour and linking such behaviour with alcohol consumption was unacceptable under the Code. Accordingly, all three lines were upheld under Code rule 3.2(f) (whereby a drink should not encourage irresponsible consumption). The line ‘turn unplanned moments into legend’ was also upheld under Code rule 3.2(e) (a drink should not suggest it can lead to social success) on the basis that it suggested that consumption could transform a moment into legend and alcohol was the catalyst for the success of the social occasion.

Similarly, each product was found to be in breach of Code rule 3.2(g) (a drink, should not urge the consumer to ‘down’ a product in one). The Panel concluded that the phrase ‘Shoot it straight was problematic as ‘shooting’ a drink usually referred to drinking it in one go. The Panel acknowledged the company’s response that it intended the phrase to communicate a serve suggestion but stated that the instruction ‘shoot it straight’ encouraged a style of consumption rather than communicating a serve measurement.

The Panel also considered the use of the flavour name ‘Red Cherry Rebel’ under Code rule 3.2(b) (whereby a drink should not suggest any association with anti-social or illegal behaviour). However, the Panel concluded that to be a ‘rebel’ or to ‘rebel’ against an action did not necessarily mean that rules or laws would be broken, or that such actions would result in anti-social behaviour. The complaint was therefore not upheld under this Code rule.

Chair of the Independent Complaints Panel, Rachel Childs said: “The use of language was especially important to consider in this case. Producers must exercise caution when using words or phrases that could, individually or in combination, encourage irresponsible consumption, down in one consumption or suggest a change in mood or behaviour. In addition, the overall impression of the design, the anthropomorphised cactus and sweet flavours created a particular appeal to under-18s. I would always encourage producers to contact the Portman Group’s Advisory Service and consult the detailed online Guidance when making changes to product packaging”

A spokesperson from Fortitude Spirits said: “Although disappointed, we are committed to complying with the Portman Group Code and will be working with the Portman Group Advisory Team to amend the design whilst retaining the essence of the Cactus Jack character”

The alcohol industry’s Independent Complaints Panel (ICP) is pleased to announce the appointment of three new Panel members.

Following a rigorous and highly competitive recruitment process, Karen Betts OBE, Matt Barwell and Richard Schofield have been appointed to the Panel and have attended their first meeting.

• Karen is the Chief Executive of the Food & Drink Federation and is a former CEO of the Scotch Whisky Association. Prior to that, she held several posts in the Foreign, Commonwealth & Development Office and the Cabinet Office. Before joining government, Karen was a lawyer. She has also been an Adviser to the Government’s Board of Trade. She received an OBE in 2022 for services to international trade.

• Matt has extensive experience working in marketing, corporate affairs and sustainability for three of the world’s leading FMCG businesses, Mars, Diageo and Britvic and currently serves as a board advisor for Accenture. He is a member of the ASA Council and a non-executive director for several private equity backed FMCG businesses.
• Richard is a senior civil servant and former Chief Planning Inspector for England, with considerable experience of chairing public inquiries. Richard is also an independent complaints assessor for the Chartered Institute of Environmental Health, is a Panel Chair for the Nursing and Midwifery Council and sits on the Royal Town Planning Institute’s Membership and Ethics Committee.

The Panel is chaired by Rachel Childs and new members are carefully recruited to represent a cross-section of society with a balance of experience and expertise in key areas such as licensing, public health, children’s services and law.

The ICP is independent from the Portman Group and considers complaints brought forward on the naming, packaging, promotion and sponsorship of alcoholic drinks based on the Portman Group’s Codes of Practice. The Panel meets several times a year to consider these complaints and decide whether they are upheld or not upheld based on evidence.

Rachel Childs, Chair of the Independent Complaints Panel said: “It is a real pleasure to be able to welcome three new members to the Panel. Karen, Matt and Richard bring a wealth of experience which will strengthen Panel decision-making and keep producers working within the Portman Group’s Codes of Practice. The Code rules against which the Panel makes its decisions are varied and the complaints we see can be complex; it is therefore vital that Panel members are experienced and balanced in their views and I look forward to working with these new members.

“I also want to take this opportunity to thank our outgoing Panel members, Hina Parmar and Amanda Orchard, for their hard work and expertise over the course of their terms”

The Portman Group is delighted to welcome Damm UK as its newest full member, bringing The Portman Group’s overall membership to 22 companies from across the drinks industry – the largest ever. As the alcohol industry’s self-regulator and social responsibility body, entering the 30^th year of its Code of Practice, having a strong and flourishing membership is essential.

Damm, best known for its iconic Estrella Damm lager which it has been brewing since 1876, has a long history of producing a number of well-known beers and lagers, some of which will now be brewed in the UK in Bedford at the recently launched Damm Eagle Brewery.

Luke White, Managing Director, Damm UK said: “As a total beverage company that produces alcohol, we take responsibility very seriously. Becoming a member of the Portman Group in Damm’s 150^th year of operation demonstrates our commitment to ensuring that all our customers and consumers are enjoying our products in a responsible and moderate way. We are delighted to join other members and look forward to working together in ensuring a responsible alcohol industry.”

Matt Lambert, CEO of The Portman Group said: “The Portman Group has been working in partnership with its industry members for more than 30 years to encourage responsible business practices and moderate consumption by those who drink alcohol and as such, we are excited to welcome Damm UK as our newest member. Being a responsible producer has meant that joining the Portman Group was an easy step for Damm and we look forward to working with them to ensure they continue to market their products responsibly and encourage them as leaders in best practice across the drinks industry.”

• 500 products sampled – 94% of which (471 products) – compliant with the Portman Group’s Code of Practice
• 5% were in breach of the Code, resulting in a packaging redesign or withdrawal from the market
• Two Retailer Alert Bulletins issued – the first since 2023 – asking retailers to stop stocking products
• Producers warned to be careful on potential particular appeal to under-18s or encouraging irresponsible or immoderate consumption
• Producers can utilise our free and confidential advisory service – 99% of requests answered within 48 hours.

Following the launch last year of its first proactive, independent audit of alcohol marketing, the Portman Group – the UK industry marketing regulator and responsibility body – is pleased to announce near universal compliance with its Code of Practice on Naming and Packaging.

Out of 500 products assessed by independent auditors, Zenith Global, only 5% were ultimately judged by the Independent Complaints Panel to be in breach – requiring labelling to either be amended or removed from the GB market.

The decision to become a more proactive regulator was led by a desire to enhance the gold standard regulation that the Portman Group is known for internationally and maintain high standards of industry compliance and as part of its drive as a pro-growth regulator.

The results of the audit showed that the vast majority of the alcohol industry is responsible, with 94% of the products assessed found to be meeting the requirements of the Code, confirming that consumers are protected from exposure to harmful and inappropriate marketing.

As a result of the audit, producers have been warned to be extra vigilant to ensure that products do not potentially have a particular appeal to under-18s or encourage irresponsible or immoderate consumption – as these two rules were breached more often than any other Code rules.

Producers are also encouraged to make use of the Portman Group’s free and confidential advisory service. With a separate report published today highlighting continuing high levels of service in 2024 – with 99% of requests for advice answered within 48 hours – as well as the number of training sessions delivered increasing by a third, highlighting how the Portman Group seeks to proactively support the industry in making sure that responsible marketing is the easy choice.

Portman Group CEO, Matt Lambert said, “The audit has set a benchmark for regulatory compliance and demonstrates the strength of the self-regulatory model. The audit shows 94% compliance, this alongside the ASA’s 96% compliance rate[1] in its Pulse Report for alcohol advertising is excellent news and demonstrates that industry compliance is in good shape across the board. Whilst it’s disappointing to have to issue two Retailer Alert Bulletins, the first since 2023, it shows that the Portman Group is willing to take tough action when producers refuse to engage or to follow our advice to amend products when subject to upheld complaints by the Independent Complaints Panel.  All of this work happens in the context of encouraging growth, innovation and creativity whilst ensuring that marketing is responsible and consumers are protected.”

Chair of the Independent Complaints Panel, Rachel Childs said, “The work of the Panel overall this year has increased significantly and, with the commitment of the Portman Group to the audit on a biennial basis, this is likely to become the norm. This substantial piece of work demonstrates not only the high rate of compliance of the industry as a whole, but the desire from the vast majority of producers to work with the Portman Group in a constructive way to ensure products are acceptable under the Code. The range of Code rules the Panel considered this year has undergone a shift and reflects a wider range than in previous years. Every case that comes before the Panel helps the industry develop its understanding of how the Code is applied and allows the executive at the Portman Group to continually refine and develop the Code and its Guidance accordingly.”

The full Audit Report is available on the Portman Group website, along with the 2025 Regulatory Report, which reviews all the regulatory affairs of the Portman Group in the past twelve months.

[1] This compliance rate relates to alcoholic products only, the full report references compliance rates for both the alcohol and low/no alcohol sectors.

FAQs – Portman Group Taking Responsibility for Alcohol Regulation 2025 Report:

Q: How many complaints were received in 2025?

A: 96 complaints – 47% from members of public, 38% from Zenith Global Commercial (independent auditor) and 15% from specialist interest or competitors.

Q: How many cases were upheld under the Code?

A: 50% of cases considered by the Panel were upheld and one Retailer Alert Bulletin (RAB) was issued^[2].

Q: How many pieces of advice were given by the Advisory Service?

A: 377 pieces of advice given

Q: How many training sessions on the Codes of Practice were delivered?

A: 24 training sessions were delivered

Q: What were the top three advice requests by Code rule:

A: – 3.2(h) A drink, its packaging or promotion should not have a particular appeal to under-18s. A producer must not allow the placement of brand names, logos or trademarks on merchandise which has a particular appeal tounder-18s or is intended for use primarily by under-18s

– 3.2(j) A drink, its packaging or promotion should not suggest that the product has therapeutic qualities, can enhance mental or physical capabilities, or change mood or behaviour.

– 3.2(b) A drink, its packaging or promotion should not suggest any association with bravado, or with violent, aggressive, dangerous, anti-social or illegal behaviour (though sponsorship of activities which may be dangerous after alcohol consumption, such as motor racing, or yachting are not in themselves in breach of this clause).

FAQs, Portman Group Proactive Audit Report:

Q: What prompted the audit?

A: Previous audits were linked to Code reviews, however, to become a more proactive regulator an audit will now take place every two years and will no longer be linked to a Code review.

Q: Which products were reviewed?

A: 500 random products from the GB market were reviewed. The sample was statistically representative and weighted across all categories of alcohol according to market share.

Q: Will there be follow-up audits?

A: Yes, a proactive audit of the market will take place every two years

[2] Two RABs were issued in the process of the Audit – one was issued during 2025 and one in January 2026. The figures from the Regulatory report only relate to 1^st January – December 31^st, 2025, during which time there was just one RAB issued.

Retailers have been asked by the Portman Group to stop placing orders for Sip N Drip’s Bubble Yum after 14 April 2026. This comes after the Independent Complaints Panel (Panel) found that the product had a particular appeal to under-18s and that the alcoholic nature of the product was not communicated with absolute clarity.

The complaint, made by Zenith Global Commercial Ltd, as part of the Portman Group’s independent proactive audit of the UK market^[1], raised concerns under Code Rule 3.2(h), which states that a drink, its packaging and promotional activity should not have a particular appeal to under-18s. During the Panel’s consideration of the case it also raised Code Rule 3.1 which requires the alcoholic nature of a drink to be communicated on its packaging with absolute clarity.

A copy of the full decision is available here.

The Panel considered the imagery on the label, which included the Sip n Drip brand logo which featured brightly coloured lips, a bubble font with drip effect and a thick black outline, all design elements that can be used in marketing to appeal to under-18s as highlighted by research from the children’s marketing agency, Kids Industries[2] . This, alongside the overall impression of the packaging; a bright, colourful background, fruit imagery, fruit language and confectionary flavour, Bubble Yum, led the Panel to conclude that the product was in breach of Code Rule 3.2(h).

When considering Code Rule 3.1, the Panel concluded that the predominant fruit imagery and brightly coloured, high contrast artwork on the packaging detracted from the alcoholic nature of the product, particularly when combined with the packaging style, which was reminiscent of well-known soft drinks. While the Panel noted that there were some positive alcohol cues on the packaging, these were presented in a relatively small font size and not given the prominence required on a product which generally resembled a soft drink. Therefore, the Panel also found the product in breach of Code Rule 3.1.

As the producer, Sip n Drip, did not agree to make the required changes to the product to bring it in line with the Code, a Retailer Alert Bulletin (RAB) has been issued requesting that retailers do not place further orders for stock after 14 April 2026.

Chair of the Independent Complaints Panel, Rachel Childs, said: “This product has real potential to cause confusion as to its alcoholic nature. This, combined with its particular appeal to under-18s means it is essential this product is redesigned. We welcomed the company’s initial commitment to make changes to its product design; however, the Panel can only base its decision on the original packaging, which was very much in breach of the Code of Practice. The subsequent lack of engagement from the producer since is deeply disappointing and inevitably led to a RAB being issued.”

Matt Lambert, Chief Executive of the Portman Group, said: “It is especially disappointing that the producer has failed to reach a satisfactory agreement with us regarding amends to the product after sharing a redesigned label with the Panel. Every company has access to free advice to assist in complying with the Code and in this case the company did not agree to make the required changes to the product, leaving us with no choice but to issue a Retailer Alert Bulletin, only the second one since 2023. We now request that all responsible retailers across the UK stop placing orders for Sip N Drip’s Bubble Yum after 14 April 2026. If any retailer is unsure about the RAB’s application, please contact the Complaints Team for further information.”

A Retailer Alert Bulletin is only issued by the Portman Group following an upheld complaint by the Panel where the producer chooses not to comply with the decision. A RAB requests that retailers cease placing orders for the product three months after the publication date, in this case after the 14 April 2026. For further information please contact complaints@portmangroup.org.uk.

Action by Company:

At the time of publication, the producer did not agree to make the required changes to bring the product in line with the Code following the Panel’s decision. A Retailer Alert Bulletin was therefore issued requesting retailers to stop placing orders for the product after 14 April 2026.

Update 16 February 2026 – The producer has withdrawn Sip n Drip Bubble Yum from the UK market effective from 9 February 2026.

[1] Part of the independent proactive audit of the Naming and Packaging of Alcoholic Drinks Code, Sixth Edition Amended

^[2] Marketing that appeals to under-18s, Kids Industries, 2023