Portman: Labelling report "shockingly flawed

Industry watchdog Portman Group has hit back at claims the industry is not adding adding unit information to cans and bottles.

A review of labelling, released yesterday, stated that 43% of drinks did not contain unit information and that legislation would be required to make producers do so.

"The findings of the labelling review are shockingly flawed because the authors have failed to take account of brand share," said Portman Group chief executive David Poley.

"Our member companies produce 60% of the alcohol on sale in the UK. They set-up the Drinkaware website and promote it on their labels alongside unit information to educate people about how much alcohol they are drinking.

"Under the voluntary agreement with Government, the industry was given until the end of this year to adapt its labels.

"The need for legislation should be considered then based on a proper and accurate evaluation."

Poley also believes that there must be further widespread consultation on the impact of price and promotion on harm before legislation is introduced.

"If Government chooses to introduce minimum pricing there should be full consultation on how price rises could impact on harmful drinking at the least cost to the rest of the population," he said.

"The advertising regulators will need to carefully consider the small body of evidence on advertising and harm. In this era of TV on demand, audience profiling remains the logical control rather than an arbitrary watershed ban.

"It would also be irrational to impose a watershed ban on advertising when alcohol misuse is so prevalent in television programmes which are not regulated to the same high standards."