The Portman Group has launched a nationwide campaign, encouraging the UK consumer to complain about drinks marketing that he or she deems irresponsible in the run-up to Christmas.

A series of adverts will run in the national press across the UK over the next two weeks, which will play on the themes of complaining at Christmas, the trade body said today (1 December). Direct mail will also be used to target the types of professionals likely to come across irresponsible marketing through their work, such as trading standards and police licensing officers.

"The ... effectiveness (of the Portman Group's Code of Practice on the Naming, Packaging and Promotion of Alcoholic Drinks) was recognised recently by KPMG in its review of industry standards and the Code was named among the International Harm Reduction Association's 50 leading global initiatives," said the group's chief executive, David Poley.

"We want to be certain that all producers are meeting the Code's high standards. Consumers can help us achieve our goal by complaining about any irresponsible marketing that has crept under our radar."