A recent review of alcohol labelling across the UK market has revealed that the vast majority of alcohol producers are following the Portman Group’s voluntary health labelling guidelines.
The study, released last week, is the largest of its kind, analysing 500 alcohol products from leading UK brands. The findings indicate a strong commitment within the industry to provide consumers with essential public health information.
Key results from the review include:
- Over 99% of labels feature a pregnancy warning logo or message.
- 96% of labels include alcohol unit content information, up from 94% in the 2021 review.
- 86% of labels display the UK Chief Medical Officers’ guidance not to regularly drink more than 14 units per week, an increase from 79% in the previous review.
- 92% of labels reference Drinkaware or other responsible drinking messaging.
- 74% of labels use a boxed format to separate health information, including 86% of labels featuring the Chief Medical Officers’ guidelines.
The review also highlighted that many brands are going beyond the minimum guidelines, incorporating additional elements such as calorie information, drink driving warnings, and age restriction notices. For example, 51% of products now display calorie information, 38% include a warning against drink driving, and 36% carry age restriction warnings. All of these figures have risen since the 2021 review.
Where minor gaps in compliance were identified, the Portman Group has reached out to producers to encourage further adoption of the guidelines with many producers already making the necessary changes.
Matt Lambert, CEO of the Portman Group said, “We’re incredibly pleased to see such positive levels of increasing adherence to our best practice guidelines, which showcase the alcohol industry’s long-standing commitment to proactively ensuring responsible marketing and informing consumers. It’s important to remember that all of this has been achieved without any need for government legislation and crucially at no cost to the UK taxpayer.
“Our guidelines are absolutely clear that labels should contain distinct information, such as on units and Government lower-risk drinking guidelines, so that consumers are able to easily understand and make informed choices about their alcohol consumption. It’s particularly positive to see not only is this being near universally met, but many producers are going above and beyond to provide additional information such as calories and drink driving warnings.”
Producers unsure of the guidelines or the Codes of Practice are encouraged to use the Portman Group’s free and confidential Advisory Service.
Picture: Matt Lambert, CEO of the Portman Group
