Portman Group pushes age-related rule
Published:  28 September, 2009

New ads from the Portman Group are urging consumers to report drinks companies that use people who look under 25 to promote alcohol.

The drinks industry watchdog will be running a series of full-page adverts in the Times, Telegraph and Guardian as part of its new campaign to remind people of the that people marketing alcoholic drinks must be and look at least 25 years old.

The rule is part of its code of practice which sets minimum, mandatory standards for all alcohol naming, packaging, brand websites, sponsorships and sampling.

Portman Group chief executive David Poley said: “We have chosen to promote the 25 year-old rule because it is one of the lesser known restrictions.

“It applies to any marketing activity carried out in the UK by a drinks company. The industry has set itself extremely high standards across all its marketing. Now, we want to ensure consumers know the rules and how to complain.”

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