Portman Group readies digital marketing awareness drive

Alcohol industry body The Portman Group is to ramp up its digital marketing training service in a bid to improve online standards.

Alcohol

The move comes ahead of an expected change to the regulation of digital marketing.

The training is aimed at helping the industry develop “responsible online marketing” by highlighting the “dos and don’ts of digital”.

It follows the imminent extension of the Advertising Standard’s Authority’s remit to cover marketing communications on branded websites. It also follows criticism from health lobbyists and some MPs that drink makers are pushing the existing boundaries on marketing to underage drinkers.

David Poley, chief executive of the Portman Group, says: “With over 18 million households in the UK now having access to the internet, it is critical that the drinks industry markets its products online in a socially responsible way.”

The Portman Group published guidelines last year on the responsible marketing of alcoholic drinks in digital media. It also operates the code of practice on the naming, packaging and promotion of alcoholic drinks.

It has worked with the BD Network to develop the training materials.

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