The alcohol industry body the Portman Group, which oversees aspects of alcohol marketing self-regulation, has published the sixth version of its Code of Practice on the Naming, Packaging and Promotion of Alcoholic Drinks.
The code applies to alcohol promoted or marketed by producers in the UK and joint promotions with retailers from September 2019. Changes to the code include an overall principle of not appealing to vulnerable groups, whilst products should not cause serious or widespread offence, suggest any association with illegal behaviour, or claim to have mind-altering qualities or suggest that it will change mood or behaviour.
Notably though, the code also includes advice that single serve containers should not contain more than 4 units of alcohol, which the Chief Executive John Timothy describes as "a common-sense approach to defining immoderate consumption". However, as some responded on Twitter, this raises several potential issues given the CMO's weekly consumption guidelines, and the code's 'mitigating factors' for products up to six units such as premium status, pricing and share message inclusion that may be taken into account - see the code's full guidance note on Rule 3.2F Illegal, irresponsible or immoderate consumption [pdf].
Indeed this issue has led to criticism from several quarters, including the Society of Independent Brewers who have stated it could be 'very damaging for independent craft brewers' and have asked for the views of producers. The revised code has also prompted renewed calls from health groups dissatisfied with the lack of any commitment to highlight the CMO's recommended weekly consumption guidelines. Last year the Alcohol Health Alliance (AHA) released a 'Right to know' report and campaign, arguing the self-regulation of alcohol labels is currently 'failing consumers'. These issues and others are further explored in a Alcohol Change UK blog post which argues the code 'does not reflect the reality of modern alcohol marketing' since advertising, product placement and social media (which are outside the scope of the Code) are regulated by three separate bodies (the Portman Group, the Advertising Standards Authority, and Ofcom).
Could legislative change be in store?
Those calling for firmer statutory regulation though are mindful of Health Minister Steve Brine's statement earlier this year that the government had been 'very clear with the alcohol industry that we expect the guidelines to be reflected on the labelling of all alcoholic products' and had 'given the industry until September 2019 to ensure that its labelling reflects the updated guidelines' - see the DoH expectations here. The Portman Group's best practice guidance toolkit on communicating health-related information says products should provide unit content, a pregnancy warning and a link to Drinkaware, but suggests other information including the guidelines or calorie information are optional.
As such many groups will be eagerly awaiting further indications from the government on possible actions concerning labelling and any potential wider policy changes. Last year, the former Alcohol Concern (now Alcohol Change UK following a merger) released a report on the self-regulation of alcohol marketing and promotion, urging the government to review the current 'ineffective' framework as part of its forthcoming national alcohol strategy. The report concludes that 'in light of the scale and potential impact of alcohol marketing across society, its regulation would be better served by a fully independent body that is subject to much greater levels of public accountability and scrutiny'. Arguably few though would bet against the government continuing to take the view that the current system is working sufficiently.
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