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The debate today about using legislation to force fizzy drinks companies to behave better has lots of parallels with the situtation regarding alcohol.  The alcohol industry has a representative body called the Portman Group, responsible for devising and enforcing a voluntary code of practice amongst alcohol manufacturers.  This is taken directly from their code

3.2  A drink, its packaging and any promotional material or activity should not in any direct or indirect way…….suggest any association with sexual success… [or] suggest  that consumption of the drink can lead to social success or popularity

How does this statement square with this advert?

Or with this? 

carlsberg-advertisement-print1

And what do both of these say about the triangle between men, women and alcohol?

You can read the full code of practice here http://www.portmangroup.org.uk/assets/documents/Code%20of%20practice%204th%20Edition.pdf .  Make your own mind up whether voluntary codes of practice work in the food and drink industry.

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