Thirty years of the Portman Group guiding responsible alcohol marketing and labelling

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Matt Lambert, Chief Executive | Portman Group

Since its introduction in 1996, the Portman Group’s Code of Practice has been a pioneering system of self-regulation, shaping how alcohol is named, pack­aged and promoted across the UK. The 30^th anniver­sary is a moment for reflection and a reminder of what effective regulation looks like: clear proportionate rules, independent oversight, and the flexibility to reflect changes in society.

Over the last three decades, the Code has provided a clear, enforceable framework to ensure marketing remains socially responsible while supporting a diverse and innovative market.

The Code also addresses a central challenge: ensuring alco­hol is marketed responsibly without relying solely on legisla­tion. Its rules are clear: products must not appeal particularly to under-18s, encourage excessive consumption, or target vulnerable groups. The Code, now in its sixth iteration, has also evolved alongside new changes in marketing and society, such as introducing stronger protections against racist, sexist or other potentially offensive marketing in 2019, with a new review to be conducted soon.

A key strength of this system is its independence and accessi­bility. Complaints can be submitted by anyone – including MPs – and are adjudicated by an Independent Complaints Panel, with the Portman Group acting as secretariat. This ensures decisions are impartial, consistent and evidence-based, maintaining trust among producers, policymakers and the public.

Its impact is evident: more than 200 products have been removed or amended following rulings made by the Panel.

Producers almost always co-operate with the Portman Group to keep marketing responsible, but in rare cases products can be removed from shelves in partnership with retailers, via measures underpinned by the Licensing Act 2003 guidance.

The Portman Group also works proactively with the industry by providing free and confidential advice to all alcohol produc­ers to assist them in complying with the Code when launching new products or marketing campaigns.

Separately, the Portman Group’s voluntary Best Practice Guidance on alcohol labelling sets out expectations regard­ing health information to consumers. These standards are widely applied across the UK market: over 99 per cent of UK alcohol products carry pregnancy warnings; 96 per cent carry unit information; and 89 per cent carry the UK Chief Medical Officers’ Low-Risk Drinking Guidelines – providing consumers with a roadmap to moderation. Additionally, around two-thirds (62 per cent) carry calorie information and close to half carry further warnings against drink driving (48 per cent) or under­age drinking (41 per cent).¹

Keeping the Portman Group at the heart of alcohol labelling
The UK government shortly intends to consult on alcohol labelling to ‘build on’ existing voluntary commitments. The Best Practice Labelling Guidance is a well-established, highly compliant set of recommendations that should act as a solid foundation for this process to ensure that consumers are provided with clear, consistent and actionable information. We encourage the government to work in partnership with the Portman Group as a pro-growth regulator and take advantage of our experience in setting and applying standards for alcohol labelling.

Finally, we hope all parliamentarians will join us in celebrating the 30th anniversary of the Portman Group Code of Practice as an internationally respected model for self-regulation, continuing its important work protecting consumers for many years to come.

Click here to read Portman Group’s findings from their 2026 Market Review. For more information contact [email protected] or visit www.portmangroup.org.uk.

Reference

1. Portman Group; Informing consumers through responsible alcohol labelling: 2026 UK Market Review (June 2026)

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