UK alcohol industry regulator the Portman Group has announced it is commissioning a large-scale audit to assess responsible marketing practices across the alcoholic drinks market. The new audit will be implemented on a bi-annual basis, and the results for the first audit are expected in autumn 2025.

The Portman Group is a self-regulatory body responsible for issuing rules and hearing complaints relating to the naming, packaging and promotion of alcoholic drinks, as well as alcohol sponsorships. The audit, first announced on 22 January 22, will be the first of its kind, being an independent, proactive, standalone audit.  It will be independently conducted by consultants Zenith Global on the Group's behalf.  The audit will evaluate 500 alcoholic drinks (statistically weighted to include all alcohol categories), and will be focused on ascertaining compliance with the Group's Naming and Packaging Code of Practice. 

The audits will result in the publication of two reports. In addition, where Zenith Global identifies incidences of non-compliance, it is expected to file a complaint against such product with the Portman Group.  Each such complaint will be formally assessed by the Chair of the Independent Complaints Panel.  If the complaint is upheld, the Panel's ruling will (like any other ruling by the Panel) be formally published.  Such rulings frequently lead to negative publicity for the affected business.

The Naming and Packaging Code of Practice sets out 12 essential rules which seek to ensure that alcohol is marketed responsibly. Key rules states that marketing communications should be directed only at individuals aged 18 and over and should not use images of people appearing to be under the age of 25 if these suggest they are drinking alcohol. Similarly, product marketing should not appeal to those who are vulnerable.

The Group has not publicised the date on which Zenith Global will commence its audit, but has indicated the audit will run "throughout the year", up until the reports in the Autumn.  The audit appears to herald a conscious decision on behalf of the Portman Group (whose Complaints Panel responds to complaints from members of the public) to take a more proactive role in ensuring compliance.  It is accordingly a good time for alcohol manufacturers and distributors to consider conducting an internal audit of their packaging and marketing, to ensure they are fully compliant with the Portman Codes.  They may at the same time want to ensure that they are compliant with broader advertising regulation, including chapter 18 of the CAP Code (for non-broadcast advertising), and chapter 19 of the BCAP Code (for broadcast advertising), both of which are administered by the Advertising Standards Authority.