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Portman Group launches first responsible marketing audit
UK alcohol regulator the Portman Group has commissioned an independent audit to evaluate the effectiveness of a self-regulatory model for responsible alcohol marketing.
The Portman Group has enlisted auditor auditor Zenith Global for its independent survey.
Zenith Global will assess 500 alcoholic drinks operating in Great Britain against Portman Group’s Naming and Packaging Code of Practice.
The Code of Practice for the Naming, Packaging and Promotion of Alcoholic Drinks, first published in 1996, consists of 12 rules which ensure that alcohol is marketed in a socially responsible way, only to those aged 18 and over, and in a way that does not appeal particularly to those who are vulnerable.
The sample will be statistically representative and weighted so that all categories of alcohol are included.
As a regulator, the Portman Group typically relies on complains being made by others in order to trigger an investigation, and does not create complaints itself. Under the new audit, any concerns about a product will be raised by Zenith Global, which will be named as the complainant. The cases will follow the formal complaints process and will initially be assessed by the Chair of the Independent Complaints Panel to determine how the case should be resolved.
The audit will result in the publication of two reports and any products which proceed to formal investigation will have full accompanying decisions publicised.
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The project is likely to run throughout this year with results expected to be publicised in the Autumn.
First proactive audit
This is the group’s first standalone proactive audit, and will now run biannually as part of the regulator’s plan for more proactive regulation. The Portman Group’s previous audits have been commissioned to test compliance following a new edition of its code of practice.
Matt Lambert, chief executive of the Portman Group, said he was confident in the industry’s compliance with the Portman Group’s code.
He said: “We know that the vast majority of the alcohol industry is responsible, so we are confident that the results of this audit will show high levels of compliance across the market with our Code of Practice and enable us to proactively address any products which do not respect the code.”
The Portman Group is funded by 20 member and associate member companies, many of which are major players in the UK and global drinks industry. Lambert said it was important to “demonstrate the effectiveness of the self-regulatory model” which the Portman Group employs. He said the audit was designed to “strengthen our capacity even further”.
The Portman Group’s 20 member and associate member companies are: Asahi UK Ltd, Aston Manor Cider, Bacardi, Beam Suntory, Brown-Forman, Budweiser Brewing Group UK&I, Campari, C&C, Coca-Cola GB, Diageo GB, Edrington UK, Heineken UK, Mark Anthony Brands International, Mast-Jäegermeister UK, Molson Coors Beverage Company, Pernod Ricard UK, Punch Pubs & Co, SHS Drinks, Thatchers, and Treasury Wine Estates.
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