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Emerald Group Publishing Limited
Copyright © 2001, MCB UP Limited
Alcoholic drinks which suggest that they can enhance mental or physical performance are covered by the Portman Group's Code of Practice in a new rule to stop alcohol producers describing their products as "energising" or "stimulating". First introduced in 1996 the Code of Practice encourages responsible marketing by drinks producers and retailers. Clear rules for the naming, packaging and merchandising of alcoholic drinks, together with a pre-launch advice service and company training scheme, have led to a well supported system of self-regulation which has won Government approval as well as industry compliance.