New Portman Group rules ban alcohol sponsorship on children's sports kits

A new Portman Group Code has come into effect, which will alter the regulations for advertising alcohol. Alcohol branding will no longer be permitted on children's replica sports shirts. The rule effects any sponsorship agreements signed after 1 January 2008.

The change appears in the fourth edition of the Portman Group's Code of Practice on the Naming, Packaging and Promotion of Alcoholic Drinks. The new rules were first announced last summer with companies given six months to adjust their marketing accordingly.

Another new regulation prevents alcohol producers from using their marketing to urge consumers to drink rapidly or down their drinks in one, but the tightening regulation on sporting advertising is expected to have a more palpable effect.

David Poley, Portman Group Chief Executive stressed that drinks companies were happy to support the regulation. "No drinks company ever sets out to communicate to children. It's right that producers have decided to close the door on this unintended consequence of sports sponsorship," he said.

Carlsberg sponsors Premier League Liverpool who are already offering unbranded replica shirts in their club shop, despite the fact that their sponsorship deal was signed well before new year's day. Gareth Roberts, head of sponsorship and media at Carlsberg, explained that the change will help the image of alcohol:

"There is no evidence to say that children's branding effects any drinking patterns, whether that's underage or excessive drinking. But we agreed that the image of a child wearing alcoholic branding was not a helpful image to portray."