The Portman Group has independently audited the alcohol market to assess the industry’s compliance with the latest edition of the Code of Practice on the Naming, Packaging and Promotion of Alcoholic Drinks. The Code is now in its sixth edition. An update was launched last year, in response to changes in society and expectations of the industry; it introduced new guidance to protect the vulnerable and rules that outlawed marketing considered to cause serious or widespread offence. Other changes included a new definition of immoderate consumption and tightening of the rules surrounding links to illegal behaviour and suggestions of mind-altering qualities.
Independent auditors and the Independent Complaints Panel’s decisions show 95% adherence to regulatory standards. The previous audit took place in 2012 showing 92% compliance.
The independent audit carried out by Zenith Global, sampled 500 products and assessed them against the updated Code. 29 were flagged for potentially breaching the code. The rule most likely to be breached was the stipulation that products, promotions and packaging must not appeal to under 18s. 20.7% of flagged products were deemed to risk breaching this rule; with 17.2% of products breaking the rules regarding placing undue emphasis on alcoholic strength and association with violence, bravado and illegal behaviour.
Beer accounted for 60% of flagged products and 67% of products that were highlighted for potentially breaking the Code were produced overseas, underscoring the need for importers to consider how products adhere to the UK regulation.
Ultimately, just nine products progressed to the Independent Complaints Panel (ICP). Three of the products were found not to be in breach while the remaining six products breached the Code. Most producers took voluntary action to withdraw or amend their packaging.
portmangroup.org.uk/shaken-not-stirred-alcohol-producers-clear-industry-regulatory-hurdles/