The Portman Group has launched a campaign to raise awareness of its Code of Practice on the naming, packaging and promotion of alcoholic drinks and encourage complaints against irresponsible products and promotions.
During the Code's 10-year existence there have been almost 150 complaints and more than 70 irresponsible or inappropriate products have as a result been re-designed or removed from the market.
Complaint numbers, however, have been low recently which has initiated the campaign. The aim is to remind consumers and businesses that they can turn to The Portman Group for action if they think a drink is being packaged or promoted in an irresponsible way.
A campaign poster and leaflet is being sent to police licensing officers, alcohol agencies, trading standards officers and other non-industry groups.
David Poley, chief executive of The Portman Group, said: "The low numbers of complaints could be simply because the industry is obeying the Code and there is nothing for people to complain about.
"We want to make sure, however, that people are aware that there is an effective body they can turn to if they believe the drinks industry is failing in its standards. It is in everyone's interest, including that of the industry, to eradicate irresponsible marketing of drinks."
By Daniel Thomas