Portman's new advice on labelling

Portman has published new best practice guidelines for responsible marketing and labelling of alcohol on its new updated website.

The guide takes into account the latest advice from the Government on what messages need to be included on labels.

However, Portman is not advising that drinks firms include all information that Government is pressing for at this stage.

A Portman Group spokesman said: "We strongly encourage companies to put alcohol unit icons, drinkaware.co.uk​ and a statement encouraging responsible drinking on their labels.

"The Government would like companies to go further and include the daily benchmarks and a statement or logo on drinking during pregnancy. It's for individual companies to decide whether to do this. We are not advocating this additional messaging at this stage but we are having further discussions with the Department of Health."​

The Best Practice Guidelines also recommends producers flag up website age verification pages.

The changes coincide with a new logo and updated website for Portman Group.

David Poley, Portman Group chief executive, said: "These new Best Practice Guidelines are an important part of the Portman Group's work to raise standards across the industry.​

"The guidelines do not form part of the requirements of our Code of Practice and failure to comply with the best practice advice is not a breach of the Code. However, drinks companies are urged to adopt this marketing advice wherever possible to demonstrate their commitment to promoting responsible drinking."

Visit http://www.portmangroup.org.uk/?pid=34&level=2​ to see Portman's new on-line guide.

The fourth edition of Portman's Code of Practice on the Naming, Packaging and Promotion of Alcoholic Drinks is due to be published this month.