Slam ban from Portman
Alcoholic drinks that are marketed to be "downed-in-one" - including slammers and shooters - are to be banned under new rules published this morning.
Portman Group's updated Code of Practice requires "that a drink's naming, packaging and promotion does not urge consumers to consume a drink rapidly or 'down-in-one'".
Downing drinks is potentially damaging because it can cause people quickly to get drunkDavid Poley, chief executive of the Portman Group
"This is because this is a functional style of drinking whereby alcohol is consumed for its effect rather than its taste. It is a style of drinking that can easily lead to intoxication and is not readily associated with sensible and moderate consumption."
The Code - which followed consultation with alcohol charities, drinks producers and others - says drinks should not be described using the terms "shooter", "slammer" or variations.
Portman said posters showing "someone drinking with their head tilted far back could well [breach the Code]".
However, the group said use of the word "shot" is not a problem per se because the term could be taken to mean a small measure of drink.
And it says drinks sold in test tubes or other single-service containers such as shot glasses should not, in themselves, fall foul because they "cannot be said to be urging a particular style of consumption".
"Consumers may choose to drink the entire contents in one go but in our opinion this is a matter of choice and they have not been incited to do so through the packaging design," the Code said.
The rules apply to drinks marketed in the UK from 1 January 2008.
David Poley, chief executive of the Portman Group said: "Downing drinks is potentially damaging because it can cause people quickly to get drunk.
"In the end, only drinkers can control the way they drink.
"Producers want to promote responsible behaviour and not a drinking style which can be harmful.
"Ultimately, the Independent Complaints Panel will judge if a drink's marketing is in breach of the Code.
"The Panel could rule against drinks calling themselves shooters and slammers if they decide such names urge rapid drinking. To avoid that happening, we recommend that producers of these drinks re-brand them before the new rule comes into effect next year."
