Portman Group finds near universal adherence to high standards of alcohol marketing in first proactive market audit
- Guild Secretary
- 1 day ago
- 6 min read
500 products sampled - 94% of which (471 products) – compliant with the Portman Group’s Code of Practice
5% were in breach of the Code, resulting in a packaging redesign or withdrawal from the market
Two Retailer Alert Bulletins issued – the first since 2023 – asking retailers to stop stocking products
Producers warned to be careful on potential particular appeal to under-18s or encouraging irresponsible or immoderate consumption
Producers can utilise our free and confidential advisory service – 99% of requests answered within 48 hours.
Following the launch last year of its first proactive, independent audit of alcohol marketing, the Portman Group – the UK industry marketing regulator and responsibility body – is pleased to announce near universal compliance with its Code of Practice on Naming and Packaging.
Out of 500 products assessed by independent auditors, Zenith Global, only 5% were ultimately judged by the Independent Complaints Panel to be in breach – requiring labelling to either be amended or removed from the GB market.
The decision to become a more proactive regulator was led by a desire to enhance the gold standard regulation that the Portman Group is known for internationally and maintain high standards of industry compliance and as part of its drive as a pro-growth regulator.
The results of the audit showed that the vast majority of the alcohol industry is responsible, with 94% of the products assessed found to be meeting the requirements of the Code, confirming that consumers are protected from exposure to harmful and inappropriate marketing.
As a result of the audit, producers have been warned to be extra vigilant to ensure that products do not potentially have a particular appeal to under-18s or encourage irresponsible or immoderate consumption – as these two rules were breached more often than any other Code rules.
Producers are also encouraged to make use of the Portman Group’s free and confidential advisory service. With a separate report published today highlighting continuing high levels of service in 2024 – with 99% of requests for advice answered within 48 hours – as well as the number of training sessions delivered increasing by a third, highlighting how the Portman Group seeks to proactively support the industry in making sure that responsible marketing is the easy choice.
Portman Group CEO, Matt Lambert said, “The audit has set a benchmark for regulatory compliance and demonstrates the strength of the self-regulatory model. The audit shows 94% compliance, this alongside the ASA’s 96% compliance rate[1] in its Pulse Report for alcohol advertising is excellent news and demonstrates that industry compliance is in good shape across the board. Whilst it’s disappointing to have to issue two Retailer Alert Bulletins, the first since 2023, it shows that the Portman Group is willing to take tough action when producers refuse to engage or to follow our advice to amend products when subject to upheld complaints by the Independent Complaints Panel. All of this work happens in the context of encouraging growth, innovation and creativity whilst ensuring that marketing is responsible and consumers are protected.”
Chair of the Independent Complaints Panel, Rachel Childs said, “The work of the Panel overall this year has increased significantly and, with the commitment of the Portman Group to the audit on a biennial basis, this is likely to become the norm. This substantial piece of work demonstrates not only the high rate of compliance of the industry as a whole, but the desire from the vast majority of producers to work with the Portman Group in a constructive way to ensure products are acceptable under the Code. The range of Code rules the Panel considered this year has undergone a shift and reflects a wider range than in previous years. Every case that comes before the Panel helps the industry develop its understanding of how the Code is applied and allows the executive at the Portman Group to continually refine and develop the Code and its Guidance accordingly.”
The full Audit Report is available on the Portman Group website, along with the 2025 Regulatory Report, which reviews all the regulatory affairs of the Portman Group in the past twelve months.
[1] This compliance rate relates to alcoholic products only, the full report references compliance rates for both the alcohol and low/no alcohol sectors.
2 Two RABs were issued in the process of the Audit – one was issued during 2025 and one in January 2026. The figures from the Regulatory report only relate to 1st January – December 31st, 2025, during which time there was just one RAB issued.
FAQs - Portman Group Taking Responsibility for Alcohol Regulation 2025 Report:
Q: How many complaints were received in 2025?
A: 96 complaints - 47% from members of public, 38% from Zenith Global Commercial (independent auditor) and 15% from specialist interest or competitors.
Q: How many cases were upheld under the Code?
A: 50% of cases considered by the Panel were upheld and one Retailer Alert Bulletin (RAB) was issued[2].
Q: How many pieces of advice were given by the Advisory Service?
A: 377 pieces of advice given
Q: How many training sessions on the Codes of Practice were delivered?
A: 24 training sessions were delivered
Q: What were the top three advice requests by Code rule:
A: - 3.2(h) A drink, its packaging or promotion should not have a particular appeal to under-18s. A producer must not allow the placement of brand names, logos or trademarks on merchandise which has a particular appeal tounder-18s or is intended for use primarily by under-18s
- 3.2(j) A drink, its packaging or promotion should not suggest that the product has therapeutic qualities, can enhance mental or physical capabilities, or change mood or behaviour.
- 3.2(b) A drink, its packaging or promotion should not suggest any association with bravado, or with violent, aggressive, dangerous, anti-social or illegal behaviour (though sponsorship of activities which may be dangerous after alcohol consumption, such as motor racing, or yachting are not in themselves in breach of this clause).
FAQs, Portman Group Proactive Audit Report:
Q: What prompted the audit?
A: Previous audits were linked to Code reviews, however, to become a more proactive regulator an audit will now take place every two years and will no longer be linked to a Code review.
Q: Which products were reviewed?
A: 500 random products from the GB market were reviewed. The sample was statistically representative and weighted across all categories of alcohol according to market share.
Q: Will there be follow-up audits?
A: Yes, a proactive audit of the market will take place every two years
Q: Where can I find more information?
- Ends-
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 21 member and associate member companies: Asahi UK Ltd, Aston Manor Cider, Bacardi, Suntory Global, Brown-Forman, Budweiser Brewing Group UK&I, Campari, C&C, Coca-Cola GB, Diageo GB, Edrington UK, Heineken UK, Lucky Saint, 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.
For more information contact: katie.coakes@portmangroup.org.uk
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