No sponsorship branding allowed on children's replica sports shirts in Portman Group's new alcohol marketing Code

The latest edition of the Portman Group’s Code, containing two new alcohol marketing rules, has come into effect. The first new rule is that alcohol branding must not appear on children’s replica sports shirts under sponsorship agreements signed after 1st January, 2008. The other rule prevents producers from using their marketing to urge consumers to drink rapidly or down their drinks in one. The changes appear in the fourth edition of the Portman Group’s Code of Practice on the Naming, Packaging and Promotion of Alcoholic Drinks. The new rules were first announced last summer with companies given six months to adjust their marketing accordingly. The Code applies to pre-packaged alcoholic drinks and the promotional activities of drinks producers. It covers a drink’s name and packaging, press releases, websites, sponsorship, sampling, branded merchandise, advertorials and all other promotional material. It does not apply to alcohol advertising which is regulated by the Advertising Standards Authority. The Code also prohibits the marketing of alcoholic drinks to under 18s; the alcohol content of a drink must be made absolutely clear; its alcoholic strength should not be dominant; there must be no association with illegal drugs, bravado, aggression or anti-social behaviour and any suggestion that the drink will lead to sexual success or increased popularity are also banned. Commenting on the decision to remove branding from children’s replica sports shirts, David Poley, Portman Group Chief Executive, said: “No drinks company ever sets out to communicate to children. It’s right that producers have decided to close the door on this unintended consequence of sports sponsorship.” The fourth edition of the Code of Practice can be viewed at www.portmangroup.org.uk.   E&OE