Alcohol and pub brands could face heavy marketing restrictions from
their own industry body, which is fighting to stave off the threat of
government legislation.
The Portman Group has issued a public consultation document that aims to
tighten codes on alcohol marketing and extend manufacturer restrictions
to pubs and bars.
It could lead to a tougher voluntary industry ban on marketing
techniques that may appeal to kids or encourage excessive drinking. This
includes text-messaging and certain links with sport.
The document also makes clear that the marketing of shooters and
slammers could be restricted to prevent the promotion of rapid
drinking.
It contains an implicit warning to French Connection, which recently
launched a pre-packaged vodka drink, by stating parent brands' marketing
activity could be taken into account when assessing the promotion of an
alcoholic drink, even if the drink itself is marketed responsibly.
The drinks industry, which faced a huge backlash over the marketing of
alcopops in the late 90s, is keen to counter criticism from pressure
groups.
While the government has said it has no intention to ban alcohol
advertising or sponsorship, it is coming under increasing pressure to
force drinks companies to include health warnings on their packaging, a
move opposed by the Incorporated Society of British Advertisers.
Matthew Clark Brands, which linked with French Connection to launch fcuk
Spirit, has said it supports the proposed changes.
PROPOSED AMENDMENTS TO CODE
- Extend code to cover sponsorship, web sites, mobile phones,
text-messaging, merchandising and advertorials
- Include a clause specifically addressing taste and decency
- Enable the panel to take the marketing activities of a parent brand
into account when assessing the marketing of an alcoholic drink
- Include a clause prohibiting the promotion of drinks as shooters or
slammers
- Tighter controls on point-of-sale promotions, possibly by requiring
publicans to comply with responsible marketing guidelines as a
pre-requisite for a licence application
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