Voxly Vision
Does this apply to me?
The Code applies to alcohol producers and brand owners marketing drinks in the UK, and governs:
- Product names and sub-brands
- Packaging, labels and can and bottle design
- Sponsorship and brand promotions
- Point-of-sale and promotional materials
It is administered by the Portman Group and adjudicated by the Independent Complaints Panel. It sits on top of the ASA's CAP and BCAP rules, filling the gaps around the product itself rather than paid advertising. The ultimate sanction — a Retailer Alert Bulletin — can see a non-compliant product pulled from shelves.
Key rules
The principles that generate most rulings:
- No particular appeal to under-18s — cartoon imagery, sweet styling, bright colours or anything that could draw in minors.
- No encouragement of immoderate or rapid drinking — including 'down it in one' messaging.
- No link to social or sexual success.
- No association with bravado, aggression or dangerous behaviour.
- Alcoholic strength must not be the dominant theme.
Common breaches
What typically gets a product ruled against:
- Under-18 appeal — cartoon characters, sweet-shop flavours and playful design.
- Encouraging excess — names or slogans urging fast or heavy drinking.
- Confusion with soft drinks or confectionery.
- Irresponsible promotions tying the drink to risky behaviour.
How Voxly Vision checks an ad against this code
A tequila post, checked in under a minute. For drinks brands, Voxly Vision also checks packaging, names and promotions against the Portman Group Code, flagging under-18 appeal and anything that encourages fast or heavy drinking.
Recent rulings
Cactus Jack's (Fortitude Spirits)
Upheld · May 2026
All seven schnapps flavours broke the code. A cartoon cactus, thick keylines, bright colours and sweet flavours added up to particular appeal to under-18s, and "shoot it straight" encouraged downing it in one.
Rules breached: 3.2(h) Under-18 appeal, immoderate drinking
Frequently asked questions
Is the Portman Group Code legally binding?
It's self-regulatory, not law — but its Retailer Alert Bulletin can lead retailers to stop stocking a product, which gives it serious commercial force.
What does the Portman Code cover that the ASA doesn't?
Mainly the product itself: names, packaging, labels and promotions, rather than paid advertising.
What happens if a drink breaches the Code?
The producer is expected to change or withdraw the product; if they don't, a Retailer Alert Bulletin asks retailers to stop selling it.
Why do so many rulings involve under-18 appeal?
It's the Code's central concern — packaging that uses cartoons, sweet flavours or bright, playful design is the most common trigger for complaints.