Portman Group

The Portman Group is the social responsibility body and regulator for alcohol labelling, packaging and promotion in the UK. It has over 130 code signatories from producers, retailers and membership bodies and it is funded by twelve industry leading member companies. Founded in 1989, over thirty years the key achievements include:

  • Playing a lead role in the development and delivery of multiple alcohol pledges in the Government's Public Health Responsibility Deal, leading to the removal of 1.9bn units of alcohol from the market;
  • Leading the industry to be the first to include unit labelling and responsible drinking messaging on packaging, helping consumers to make an informed choice;
  • Forcing more than 160 inappropriate products to be re-branded or removed from the market, driving positive change in the industry and helping to protect consumers;
  • Pioneering a variety of consumer-focused educational campaigns to warn of the dangers of alcohol misuse and promote responsible drinking. This work led to the establishment of drinkaware.co.uk which later evolved into the independent charity Drinkaware Trust.
Portman Group
Formation1989
PurposeAdvocacy of responsible drinking and research into UK alcohol consumption
Location
Region served
UK
Membership
9 alcoholic beverage companies
Chief Executive
John Timothy
WebsitePortman Group

The Portman Group aims to consistently challenge the industry to deliver high standards of best practice and fulfil the essential self-regulatory role of ensuring the responsible marketing and promotion of alcoholic products to UK consumers under our Codes of Practice. The Code of Practice for the Naming, Packaging and Promotion of Alcoholic Drinks is currently in its Sixth Edition. The Code outlines the guidelines all alcohol producers must follow when naming, branding and selling alcoholic drinks. Portman Group also has a Code of Practice on Alcohol Sponsorship. The Portman Group provides free advice to producers on labelling design in relation to the Code and free training on how the rules are applied.

History

It was set up in 1989 as part of a campaign to raise awareness of alcohol-related issues, and its members account for the majority of alcohol products sold in the UK. It takes its name from the Portman Square, London, head office of Guinness, one of its co-founders.

Drinkaware Trust

The Portman Group established the Drinkaware website in 2004 and went on to establish the Drinkaware Trust in 2006. The Drinkaware Trust is now an independent trust which runs all alcohol education campaigns, that had been previously the responsibility of the Portman Group.

Code of Practice on the Responsible Naming, Packaging and Promotion of Alcoholic Drinks

The Portman Group operates a Code of Practice on the Naming, Packaging and Promotion of Alcoholic Drinks which was first introduced in 1996. The code, which is supported throughout the industry, seeks to ensure that drinks are marketed in a socially responsible way and to an adult audience only. The code applies to all pre-packaged alcoholic drinks and covers the drink's naming, packaging, point-of-sale advertising, brand websites, sponsorship, branded merchandise, advertorials, press releases and sampling. The code has an open and accessible complaints system, with members of the public able to contact the Group to complain about a product they feel is in breach of the Code. Complaints will then be reviewed by the Independent Complaints Panel.


The Code is now in its sixth edition. The latest update saw significant changes to the rules in response to changes in society and expectations of the industry. The sixth edition of the Code introduced a new principle to protect the vulnerable and a rule on serious or widespread offence. Other new requirements were put in place to avoid encouraging illegal behaviour or implying that alcohol can enhance popularity or lead to social success. The new Code was supported with guidance, including updated guidance on immoderate consumption. The Portman Group recently conducted an independent audit of the market, to assess compliance with the Code's latest edition. The results of the audit showed 95% industry compliance.

Members

Full members

See also

Campaigns

There have been several full campaigns run by the group. These include:

  • "I'll be Des" (designated drivers)
  • "If you do do drink, don't do drunk" and Drinkaware.co.uk (excessive drinking, particularly in the under 24s)
  • Proof of Age Card (aka Prove It) (a PASS-accredited identity card, discontinued in 2007)

These campaigns have been strongly criticised by, amongst others, Professor Ian Gilmore of Royal College of Physicians and Professor Martin Plant of the University of the West of England,[1] both noted alcohol harm experts, as not only ineffective but even favourable to the alcohol industry.[2]

Public Health England was attacked by Martin McKee and others for giving unwarranted credibility to the drinks industry by involving Drinkaware in their Drink Free Days campaign in 2018. Professor Ian Gilmore resigned from his position with the agency when they refused to break the connection.[3]

References
  1. "Faculty of Health and Applied Sciences - UWE Bristol: Faculty of Health and Applied Sciences". hsc.uwe.ac.uk.
  2. "Parliamentlive.tv". parliamentlive.tv.
  3. "PHE urged to rethink campaign linked to alcohol industry". Guardian. 13 September 2018. Retrieved 20 October 2018.
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