People marketing alcoholic drinks must be and look at least 25 years old.
That is the key message of a new campaign by drinks industry watchdog Portman Group to raise awareness of its code and independent complaints process.
The Code sets minimum, mandatory standards for all alcohol naming, packaging, brand websites, sponsorships and sampling. One of the rules is that companies should only show people drinking in their marketing if they are and look at least 25 years old.
A series of full page ads in the Times, Telegraph and Guardian will publicise the rules and urge complaints about potential Code breaches.
"We have chosen to promote the 25 year-old rule because it is one of the lesser known restrictions," said Portman chief executive David Poley.
"It applies to any marketing activity carried out in the UK by a drinks company. The industry has set itself extremely high standards across all its marketing. Now, we want to ensure consumers know the rules and how to complain."
