Drinks trade leads the way in responsible online marketing

The drinks industry is well ahead of new rules on online marketing since responsibility body the Portman Group has been strictly regulating it since 2003.

New Advertising Standards Authority (ASA) regulations come in on March 1, but the Portman Group’s Code of Practice on the Naming, Packaging and Promotion of Alcoholic Drinks has already ensured digital marketing does not appeal to children or encourage excessive or irresponsible drinking.

Chief executive of the Portman Group David Poley said: “We started regulating online alcohol marketing back in 2003 when we recognised how important the digital arena would become within the marketing mix. We have built up considerable expertise in this area and have provided training and best practice guidelines for drinks companies.

“The alcohol industry has led the way in regulating itself online and it is imperative that these high standards are maintained. That’s why the Portman Group will continue to provide advice to drinks producers on all aspects of online alcohol marketing even after March 1. And we shall continue to regulate those areas which may still fall outside the ASA’s remit.”

The new ASA rules mean marketing communications on companies’ own websites and in other third party space under their control, such as Facebook and Twitter, will have to adhere to the non-broadcast advertising rules as set out in the CAP Code at www.asa.org.uk.