New drinks marketing rules come into force

03 January, 2008

Two new rules concerning the marketing of alcohol have officially been published under the Portman Group's latest code of practice.

Companies have been given six months to adjust to the new rules, which ban alcohol branding on children's replica sports shirts and advertising that encourages consumers to drink rapidly or down their drinks in one, before they officially came into force.

The changes appear in the fourth edition of the Portman's code of practice on the naming, packaging and promotion of alcoholic drinks that can be found on the group's website

Portman chief executive David Poley said: "In addition to the mandatory requirements set out in the code, we have a new section giving best practice advice. This covers the use of website age verification pages, unit labelling and the promotion of drinkaware.”

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