The Portman Group has published its Annual Marketing Regulation Report for 2015, alongside a new video animation to explain the rules and remit of the Portman Group Codes.
The Portman Group Codes of Practice cover the naming, packaging and promotion of alcoholic products and the sponsorship of events by alcohol brands. The first Code was launched in 1996, initially to prevent the marketing of alcohol to under 18s. Today, official government figures show, the rates of 11 to 15-year-olds drinking has fallen to the lowest level on record [1]. Over the last 20 years the Code’s remit has been widened and its rules updated to keep pace with the changes of modern marketing.
This year’s report highlights the range of work undertaken by the Portman Group to help alcohol companies market their products responsibly and covers the amendment to Code Rule 3.1. In 2015, there were six complaints made to the Portman Group. Four were formally investigated and two were resolved via Fast Track. Of the four cases formally investigated, one complaint was upheld and three were not upheld. In the same year there were 592 advice requests made to the Portman Group.
The Portman Group also has a free CPD certified online training module, enabling alcohol marketers and producers to develop their professional skills and learn how the industry marketing codes apply.
Secretary to the Independent Complaints Panel, Henry Ashworth said:
‘‘As the twentieth anniversary of the Portman Group Code approaches, I am delighted to see positive trends around young people’s drinking continue. This is an area that the industry works incredibly hard on, both in careful marketing and through their outreach programmes, such as LEAF, Drinkaware, CAP, PASS and Challenge 21 and 25. We look forward to the future and will do all that we can to ensure these positive trends continue”
[1] Smoking, Drinking and Drug Use Among Young People in England – 2013 (Health and Social Care Information Centre)