The UK drinks industry’s advertising regulator, the Portman Group, has asked consumers to be on the lookout for irresponsible marketing of alcohol.

Portman has this week launched a campaign to make consumers aware of its Code of Practice for drinks marketing. It has taken out full-page adverts in the mainstream press, asking consumers to report irresponsible campaigns.

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The group’s move comes as many drinks companies increase their advertising in the run-up to Christmas. “We have zero tolerance for irresponsible alcohol marketing and urge people to complain to us if they see an inappropriate product or campaign,” said Portman’s CEO, David Poley.

“The vast majority of drinks producers do market their products responsibly – they follow the rules and seek our expert advice before launching their products,” he added. Only two products have been found in breach of Portman’s Code so far in 2010.

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