A new review of alcohol labelling on the UK market has revealed near universal levels of adherence across the alcohol industry with the Portman Group’s voluntary health labelling guidelines.
The study, which is released today (12 September) and the largest of its kind, sampled 500 alcohol products from the UK’s top brands and demonstrates the robust voluntary industry-wide commitment to providing consumers with public health information.
It found near universal coverage of our minimum guidelines:
- Over 99% of labels carry a pregnancy warning logo or message.
- 96% carry alcohol unit content information, up from 94% in our 2021 review.
- 86% carry the UK Chief Medical Officers guideline not to regularly drink more than 14 units per week, up from 79% in our previous review.
- 92% carry a reference to Drinkaware or other responsibility messaging.
- 74% of labels use a box to explicitly separate information for consumers, including 86% of products which carried the Chief Medical Officers’ Guideline. We will further clarify our advice to producers that this is our recommended method for presenting Portman Group best practice.
The research also revealed significant increases in many brands going above and beyond the guidelines and showcasing additional elements such as calorie information, drink driving warnings and age restriction – further demonstrating a serious and widespread commitment to responsible marketing and tackling harm. Over half (51%) carry calorie information on labels and over a third (38%) carry a warning against drink driving, as well as over a third (36%) carrying age restriction warnings. These are all increases since our last market review in 2021.
For over 25 years, the UK alcohol industry has proactively worked to ensure that alcohol labelling is both socially responsible and informative for consumers, and our latest industry Best Practice Guidance, ensures consumers have access to more product and health information than ever before.
Where there are small gaps in the market, we have already begun reaching out to producers to encourage further take up of the guidelines with many already confirming changes are underway. Any producers who are unsure of the guidelines or our Codes of Practice are encouraged to take advantage of our free and confidential Advisory Service.
Matt Lambert, CEO of the Portman Group said: “We’re incredibly pleased to see such positive levels of increasing adherence to our best practice guidelines, which showcase the alcohol industry’s long-standing commitment to proactively ensuring responsible marketing and informing consumers. It’s important to remember that all of this has been achieved without any need for government legislation and crucially at no cost to the UK taxpayer.
“Our guidelines are absolutely clear that labels should contain distinct information, such as on units and Government lower-risk drinking guidelines, so that consumers are able to easily understand and make informed choices about their alcohol consumption. It’s particularly positive to see not only is this being near universally met, but many producers are going above and beyond to provide additional information such as calories and drink driving warnings.”
For more information contact: dcollingwood@portmangroup.org.uk
Notes to editors
- A spokesperson is available for interviews upon request.
- The Portman Group was formed in 1989. It is the alcohol industry regulator and social responsibility body. It has over 170 Code signatories from producers, retailers and membership bodies.
- The Portman Group is funded by 20 member and associate member companies: Asahi UK Ltd, Aston Manor Cider, Bacardi, Beam Suntory, Brown-Forman, Budweiser Brewing Group UK&I, Campari, C&C, Coca-Cola GB, Diageo GB, Edrington UK, Heineken UK, Mark Anthony Brands International, Mast-Jäegermeister UK, Molson Coors Beverage Company, Pernod Ricard UK, Punch Pubs & Co, SHS Drinks, Thatchers, and Treasury Wine Estates.
- The Code of Practice for the Naming, Packaging and Promotion of Alcoholic Drinks was first published in 1996. In 2021, we celebrated the 25th anniversary of the Code. The Code seeks to ensure that alcohol is promoted in a socially responsible way, only to those aged 18 and over, and in a way that does not appeal particularly to those who are vulnerable. The Code has helped create an industry that works effectively within the context of a self-regulatory model, while encouraging design, innovation and creativity. This has been done in an effective, responsive and inexpensive way.
- Effectively – over 170 products have been amended or removed from the market. Many hundreds more have been helped to adhere to the Code before appearing on shelves through the support of the Advisory Service;
- Responsively – there have been five updates to the Code over 25 years responding to changes in public attitudes and expanding its reach; all without recourse to Government or Parliamentary time;
- Inexpensively – the leading members of the industry are currently funding the model for all to be protected at no cost to the public purse.
Media contact: Daisy Collingwood, dcollingwood@portmangroup.org.uk
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