The Portman Group has reported near‑universal compliance with its Code of Practice on Naming and Packaging after completing its first proactive, independent audit of alcohol marketing.
Of 500 products assessed, 5% were ultimately judged by the Independent Complaints Panel to be in breach, requiring labels to be amended or products removed from the GB market. Overall, 94% of products were found to meet the Code’s requirements.
The regulator said the shift to proactive auditing is intended to strengthen what it calls a gold‑standard, pro‑growth model of self-regulation and to maintain high levels of industry compliance. The results indicate that consumers are being protected from harmful or inappropriate marketing, with non‑compliance concentrated in a small minority of cases.
Following the review, producers were warned to be especially vigilant on two areas that generated the most breaches: marketing that could have a particular appeal to under‑18s, and any claims, cues or presentation that could encourage irresponsible or immoderate consumption. The Group reiterated that its free, confidential advisory service is available to help brands check concepts and packaging before launch.
