Alcohol manufacturers will be prevented from promoting pre-packaged drinks as “shooters” or “slammers” under the drinks industry’s self regulatory code on marketing announced this week. The new restriction, announced by the social responsibility body for drinks producers Portman Group, will come into effect from January 2008.
The new code will cover brand names and packaging, websites, sponsorship, sampling, branded merchandise, advertorials and all other promotional material.
Portman Group chief executive David Poley says: “Downing drinks is potentially damaging because it can cause people to get drunk quickly. In the end, only drinkers can control the way they drink. But producers are responsible and do not want to promote this drinking style which can be harmful.”
The new code will also include an alcohol sponsorship ban on kid’s replica sports kits. All alcohol branding will have to be removed from children’s replica sports shirts in sponsorship contracts signed after January 2008.