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The Portman Group launches minimum-age campaign

Published:  28 September, 2009

The Portman Group has launched a campaign to reinforce the message that young adults have to be and look 25, to be able to advertise alcohol.

It aims to raise awareness of the Portman Group's Code of Practice through a series of full page ads in the Times, Telegraph and Guardian that will publicise the rules and urge complaints about potential code breaches.

David Poley, Portman Group chief executive, said: "We have chosen to promote the 25 year-old rule because it is one of the lesser known restrictions. It applies to any marketing activity carried out in the UK by a drinks company. The industry has set itself extremely high standards across all its marketing. Now, we want to ensure consumers know the rules and how to complain."

All complaints made under the Portman Group Code are heard by the Independent Complaints Panel which is chaired by Sir Richard Tilt, formerly director general of HM prison service. Since the code was introduced in 1996, over 70 drinks have been found to be in breach.

The work of the Portman Group is funded by its nine member companies: Bacardi-Martini, Beverage Brands, Brown-Forman; Carlsberg UK; Molson Coors Brewing Company UK; Diageo; Inbev UK; Pernod Ricard; and Scottish & Newcastle.