Portman Group updates guidance to protect under-18s

The Portman Group, whose mission statement is to encourage responsible drinking habits among consumers, has updated their guidance regarding products which may “appeal to under 18s”.

The Portman Groups Rule 3.2(h) states:

“A drink, its packaging or promotion should not have a particular appeal to under-18s (in the case of sponsorship, those under 18 years of age should not comprise more than 25% of the participants, audience or spectators).”

This update to the guidance follows a consultation to review this rule which closed on 7^th July 2023. 

According to the Portman Group, 85% of complaints about alcohol marketing and packaging in 2022 related to Code rule 3.2(h): Particular appeal to under-18s.

The updated guidance aims to help the alcohol industry market and package products in a way that does not have a particular appeal to under-18s.

A “quick read” guidance note has also been issued and can be found here.