Drinks industry has led the way in responsible online marketing
New Advertising Standards Authority (ASA) regulation beginning on 1 March will be very familiar to the alcohol industry as its online marketing communications have been strictly regulated by the Portman Group since 2003.
The Portman Group’s Code of Practice on the Naming, Packaging and Promotion of Alcoholic Drinks has made sure that digital marketing does not appeal to children or encourage excessive or irresponsible drinking.
Welcoming the extension of the ASA’s online remit to UK based company websites, David Poley Chief Executive of the Portman Group said:
“The Portman Group 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 1 March. And we shall continue to regulate those areas which may still fall outside the ASA’s remit.”
From 1 March 2011, 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 which is available to download from the ASA’s website www.asa.org.uk
