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Henry Ashworth replaces David Poley as chief executive officer, Portman Group

Henry Ashworth has been appointed as chief executive of the Portman Group, he replaces David Poley who is leaving the alcohol industry after a career spanning nearly fifteen years.

Poley has overseen the creation of Drinkaware, the establishment of the Code and the introduction of the industry's first digital marketing guidelines to regulate social media.

The UK's nine leading drinks manufacturers have appointed Ashworth who joins the Group as its members increase their efforts to promote the responsible consumption of alcohol.

He joins from the Cabinet Office Behavioural Insights Team where he was leading health policy, looking specifically at applying insights from behavioural science to support better personal decision-making in key areas of public health.

The Portman Group is  involved in various aspects of the Department of Health's Responsibility Deal.

This includes the pledge to provide health information on 80 percent of alcohol products on UK shelves by 2013.

The Portman Group will also conduct a comprehensive review of the Code which governs responsible alcohol marketing in the UK in a consultation that will be launched later this autumn.

Seymour Fortescue, chairman of the Portman Group said: "We are delighted to have Henry on board as we enter the next era of responsibility activity for the alcohol industry.

"The industry is committed to playing its part in tackling alcohol misuse and delivering our part of the Responsibility Deal.

"Under David Poley's leadership, the Portman Group has led the way on alcohol responsibility and this is a strong foundation upon which to build.

"Henry's skills and understanding of health policy and behavioural change will be an important addition to the Portman Group going forward."

Henry Ashworth said he believes that self-regulation based on a tough code of practice that is rigorously monitored and enforced is the right way forward.

Henry will take over as Chief Executive on 24 October 2011.