Responding to the University of Stirling’s packaging focus group, Matt Lambert, CEO of the Portman Group, the alcohol social responsibility body and marketing regulator, said:

“This study demonstrates that the packaging of a product is designed to appeal to different audiences something that would ring true across all forms of marketing and is not in itself a surprise. The key thing is that the naming, packaging and promotion of products must respect the Portman Group Code of Practice which protects consumers from inappropriate marketing and ensures that alcohol is promoted in a responsible way. The Code ensures that alcohol marketing does not target under 18s in particular. It has contributed to over a decade of declines in underage drinking rates in Scotland”.