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Complaints for irresponsible drinks marketing hits record low

Published:  11 March, 2011

Complaints about irresponsible alcohol marketing have dropped to a record low, as the trade seeks advice in advance, according to the Portman Group.

The trade body for promoting alcohol responsibly said marketers now seek more advice pre-campiagn than ever before.

Figures show a significant increase of of 50% of people requesting advice on 2009 and a 100% increase in comparison to 2008.

Its advisory service took 500 requests for pre-promotion advice last year.

It means that out of the five complaints it received in 2010 just two were upheld under the Portman Group's responsibility code on the Naming, Packaging and Promotion of Alcoholic Drinks.

David Poley, chief executive of the Portman Group, said: "We are encouraged that fewer alcohol products are breaking the Portman Group Code rules and that more and more companies are coming to us in advance for advice.

"However, the industry must not be complacent and we urge all companies and their agencies to contact us to make sure they are building responsible marketing into their campaigns from the outset."

The 2010 report can be downloaded from the Portman Group's website