The alcohol industry today launched what it promised would be a sponsorship code “with teeth” as it looked to fend off calls from the health lobby for government regulation.
The first UK-wide alcohol agreement will bring in a new commitment for all drinks producers to promote responsible drinking through their sponsorship agreements.
It has been endorsed by the likes of the Premier League, the Rugby Football Union and British Horseracing, as well as a host of other organisations.
“We are constantly raising the bar when it comes to responsible alcohol marketing”
Henry Ashworth
The new rules include a ban on the placement of brand names, logo or trademarks on merchandise that has a particular appeal to under-18s. It will also prevent sponsorship of tournaments or becoming the main sponsor of events that do not have at least 75% over 18s attending.
The Portman Group said it had firm sanctions in place to tackle breaches of the Code, with an independent panel lined up to handle complaints that will have the power to name and shame those who breach it and for them to be stripped from the list of approved sponsors.
“This is another important gear change in partnership working to promote responsible drinking,” said Henry Ashworth, Portman group chief executive.
“We are constantly raising the bar when it comes to responsible alcohol marketing,” he added.
Ian Twinn, director of public affairs for advertising body the ISBA, said: “The Portman Group’s rules on sponsorship are a very welcome addition to the existing ad codes. The sponsorship code augments the self-regulatory system we have in the UK, which encourages responsible marketing and responsible drinking.”
However, the moves did not go far enough for health campaigners.
“This self-regulation offers nothing to meaningfully reform how alcohol is promoted. It looks like big business is taking action but the reality pretty much stays the same,” said Tom Smith, policy programme manager for Alcohol Concern.
“The government acknowledges the link between alcohol advertising and consumption, particularly in children and young people, which is why we need to remove alcohol sponsorship from all sporting, cultural and music events.”
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