The promotion of 'down in one' drinking is to be restricted under new marketing rules published by the Portman Group.

A new rapid drinking rule has been added to the Portman Group's Code of Practice on the Naming, Packaging and Promotion of Alcoholic Drinks, with drinks that are called 'shooters' or 'slammers' likely to fall foul of the revised code.

“Downing drinks is particularly damaging because it can cause people quickly to get drunk,” said Portman Group CEO David Poley. “Producers want to promote responsible behaviour and not a drinking style which can be harmful.”