Drinks makers to change packs or face sales ban

The calls follow independent testing, commissioned by the watchdog and carried out by consultancy group PIPC, on how 485 randomly selected beverages were packaged in relation to promoting responsible drinking. The testing highlights growing criticism from regulators, consumers and some authorities over the current laws on alcohol advertising, which could potentially lead to stricter controls on how manufacturers can sell their products. Any design changes made by the affected drink makers, which have not yet been identified in the survey, will face scrutiny by an independent complaints panel to ensure their packaging meets the industry's code on responsible promotion. The Portman Group is a social responsibility agency, which represents a number of the country's leading brewers. The group's code calls on drink makers not to market their products at consumers under 18 years of age, while also encouraging them not to promote rapid or heavy consumption of the product through use of sexual imagery or bravado. Under the guidelines packaging must also not use its alcoholic content as a dominant part of it packaging, or suggest that the product may improve a consumers mental or physical capabilities. Portman Group chief executive David Poley claimed that despite the concerns for 32 of the brands, the survey was proof of the industry's general success in promoting responsible drinking among its consumers. "​It has, though, raised concerns about a number of drinks, including some well-known brands,"​ he said. "Our code advisory service will give confidential advice to these drinks' producers who may alter their packaging or opt for an Independent Complaints Panel decision."​