Portman amends rule in Naming and Packaging Code of Practice


The Portman Group has amended a rule in its Naming and Packaging Code of Practice to bolster protection for under-18’s which now explicitly prohibits brand names, logos and trademarks on merchandise which has particular appeal to under-18s or is intended for use primarily by under-18s.

The new rule also ensures consistency between the Portman Group’s Naming, Packaging, and Promotion of Alcoholic Drinks Code and its Alcohol Sponsorship Code, with the intention of preventing any link between alcohol and childhood.

It follows a short public consultation earlier this year to look at the code rule that relates to age appeal to under 18’s and involved a range of stakeholders, including trade associations, the charity sector and alcohol producers all of which Portman say were supportive of the proposed changes to the Code.

The new rule reads in full: “A drink, its packaging, and any promotional material or activity should not in any direct or indirect way have a particular appeal to under 18s. A producer must not allow the placement of brand names, logos or trademarks on merchandise which has a particular appeal to under-18s or is intended for use primarily by under-18s.”

The Portman Group added, “Following publication there will now be a three-month grace period during which time producers and marketers are expected to familiarise themselves with the change to the Code and arrange training for staff, including from the Portman Group, on the newly amended Code Rule 3.2(h). The existing Code will continue to apply during this time.”

Commenting on the revised Code, Matt Lambert, CEO of the Portman Group, said, “The Portman Group’s primary purpose as a self-regulator is to protect consumers from harm, particularly those who may be vulnerable, so a fundamental priority is protecting those who are under 18.

“We know that the industry already has a strong record of compliance in this area, with 76% of complaints not upheld in 2022 but it remains a core area of concern that we deal with in our complaints system and free, confidential Advisory Service. It’s therefore vital that the Code constantly evolves in in a way that reflects the creative and dynamic industry it regulates, in order to maintain its effectiveness.”



Category: Brand News, News
Tags: Matt Lambert, Naming and Packaging Code of Practice, The portman group