'Down in one' drink adverts to be banned

 

Last updated at 14:02pm on 19th June 2007 Comments

'Downing drinks is damaging because it can cause people quickly to get drunk', according to manufacturers' association Portman

 

Drinks firms will be banned from encouraging people to "down it in one" under new marketing rules published today.

Products described as shooters or slammers are likely to fall foul of industry body the Portman Group's revised code of practice.

The restrictions apply to promotional material and packaging for all alcohol, but spirit-based brands are likely to be most affected.

They apply to drinks producers, but promotions run by pubs, bars and nightclubs are not within the code's remit.

Drinks marketed as "shots" will be unaffected because this term is more ambiguous and can be used to describe a small drink measure rather than speed-drinking, the Portman Group said.

Products sold in single-shot containers and even test tube-style packaging will still be permitted because it is up to consumers how quickly they drink them.

The revised code of practice on the naming, packaging and promotion of alcoholic drinks comes into force on January 1, 2008.

Promotional activities such as serving drinks from squirt guns or drinking "countdowns" organised by drinks producers will also be banned.

The Portman Group's member companies are nine leading drinks manufacturers. More than 140 producers and retailers have pledged to support its code of practice.

This means that retailers will refuse to sell products which fall foul of the rules.

Portman Group chief executive David Poley said: "Downing drinks is potentially damaging because it can cause people quickly to get drunk.

"In the end, only drinkers can control the way they drink. Producers want to promote responsible behaviour and not a drinking style which can be harmful."

Products thought to be in breach of the revised code will be assessed by the Portman Group's independent complaints panel.

Firms whose products fall foul of the rules are given three months to make changes before they are banned.

The Portman Group is urging manufacturers to re-brand drinks called shooters and slammers before the new rules come into effect.

Alcohol Concern spokesman Frank Soodeen said the Portman Group's new rules were unlikely to have much impact because they do not affect bars, pubs and clubs.

"Because of their jurisdiction and remit it is difficult to see how this code will have an impact on the cultural phenomenon of drinking shots to get drunk. The Portman Group don't cover bars in that way," he said.

The Portman Group's code is voluntary and carries no fines for members found in breach.

Its nine member companies together make up around 60% of the UK's alcohol market.

They are: Bacardi-Martini, Beverage Brands (UK) Ltd, Brown-Forman, Carlsberg UK, Coors Brewers UK, Diageo GB, InBev UK Ltd, Pernod Ricard UK and Scottish and Newcastle.

I thought the Portman Group was a bank?

I thought the Portman Group was a bank?

 

Or Natalie's fan club?:rolleyes:

I love a few drinks, but I'm all for strict guidelines. Our advertising policies in Canada are VERY strict...you can't show people drinking, for example. Too many people have been harmed by alcohol to not keep it on a tight leash.

I work in a bar, they are trying to get rid of the "mystery" bottle :(

Too many people have been harmed by alcohol to not keep it on a tight leash.

as bad as this? :stunned: http://www.coldplaying.com/forum/showthread.php?t=39681

^Yup...tight leash.

^Yup...tight leash.

 

I think the dog has already well and truly bolted!!;)

It's got to a point now, that whatever they try and do to stop people drinking it's going to do the opposite...

 

...Says somebody whose been alcohol free for 6 months

I think the dog has already well and truly bolted!!;)

 

VEry true. And David's right too. The anti-smoking ads we have here make me want to say 'f&&k you, I'm having a smoke'.

10 days until the smoking ban :D

VEry true. And David's right too. The anti-smoking ads we have here make me want to say 'f&&k you, I'm having a smoke'.

 

Don't do it!!:stunned:

Smoking is a good way to get rid of stress.

Smoking is a good way to get rid of stress.

 

Well you certainly don't have much stress when you're six feet under!!:rolleyes:

Don't do it!!:stunned:

Argh! Must...smoke...

 

Nah. I had one an hour ago.

 

Is the ban in London or all of England? (sorry it's off topic.)

England will join the rest of Britain in the Smoking Ban from a week on Sunday.

 

http://www.smokefreeengland.co.uk/

I'm probably in the minority, but It was nice being able to smoke over there. We've had a ban here for a couple of years. Oh well, soon we'll all have to quit or smoke in dark corners.