Portman Group campaign champions self-regulation

The Portman Group is launching a campaign to encourage consumers to complain about social responsibility issues surrounding alcohol. The move aims to champion the alcohol industry’s self-regulation credentials.

The press campaign, which launches early next month, comes as the Government is considering introducing a mandatory code for the drinks industry following a KPMG report which found a number of failings in the marketing and advertising of alcohol.

The advertising will highlight how the Portman Group encourages and challenges drinks producers to promote their products responsibly.

It will also promote the organisation’s Code of Practice on the Naming, Packaging and Promotion of Alcoholic Drinks, which sets the rules for responsible marketing of alcohol.

Over the past ten years, 70 products have been withdrawn from sale following complaints to the Portman Group, including the high-profile FCUK vodka that was banned from the shelves in 2003 (MW May 21, 2003).

A Portman Group spokes-man says the campaign comes at a time when self-regulation in the alcohol industry is under serious threat and the trade body is determined to “root out any irresponsible marketing”.

A new direct mail campaign, which will support the consumer press campaign, will target trading standards and alcohol charities that usually make complaints under the Code to help it identify potentially “rogue” alcohol products. The campaign is being created by Phoebus Associates.