Tougher code may force new alcopops ban

The Portman Group is debating whether it must re-open adjudications on certain controversial alco-pops in the light of its new, stricter code.

The drinks watchdog must decide whether it should re-investigate brands which were criticised by groups such as trading standards officers for being marketed at children, but which were ruled not to break the original code by the group’s independent complaints panel. They may now fall foul of the tighter controls implemented on September 1.

David Poley, head of policy at the Portman Group, says: “This is something we have yet to decide on. We have had some internal discussions about it.” He says the final decision will be made by the panel.

Last month, IDV voluntarily submitted its premium-packaged spirits brands such as Smirnoff Mule and Malibu Spice to the watchdog for new approval under the stricter code. Tony Scouller, acting managing director of IDV, says: “We wanted to be able to reassure our trade customers.”

Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email

If you are looking for our Jobs site, please click here