The group is consulting on changes to its code of practice that looks at the naming, packaging and promotion of alcoholic drinks.
The last time the code has been reviewed was in 2001, and this consultation has been launched by new chief executive David Poley, who took up his role in September.
Specific issues that will be up for discussion are: website age verification; marketing drinks as shooters or slammers; and alcohol-branded replica sports kit in children's sizes.
The perennially thorny issue of linking alcohol with sexual success -- an issue that continues to land alcohol advertisers in hot water -- is part of the consultation.
Finally, it will look at "surrogate" marketing, where alcoholic drinks are promoted indirectly through the marketing of another product with the same branding.
Poley said: "We are keen to hear from a wide range of respondents about the effectiveness of the Code of Practice and any other issues that may be relevant.
"The code is already an extremely effective tool for self-regulation in the alcohol industry, but we are constantly seeking to improve."
The Portman Group is funded by the alcohol industry to encourage responsible advertising and keep self-regulation in place.
It is also currently in discussions with the Department of Health over placing alchohol advice on drinks, which would include advice to pregnant women.
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