Alcohol branding banned on kids shirts
The ban on alcohol branding on children's replica shirts has begun under the Portman Group's revised code of practice.
The move was announced last summer and means that alcohol branding must not appear on children's replica sports shirts under sponsorship agreements signed after 1 January 2008.
"No drinks company ever sets out to communicate to children," said Portman chief executive David Poley (pictured).
"It's right that producers have decided to close the door on this unintended consequence of sports sponsorship."
The second major change prevents producers using their marketing to urge consumers to drink rapidly or down their drinks in one.
"Only consumers can determine how they drink but producers should not be promoting any potentially harmful drinking style," said Poley.
"Our website gives guidance on how we expect the rapid drinking rule to be interpreted by the Independent Complaints Panel.
"In addition to the mandatory requirements set out in the Code, we have a new section giving best practice advice. This covers the use of website age verification pages, unit labelling and the promotion of drinkaware."
