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? 


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

You can read the full code of practice here .  Make your own mind up whether voluntary codes of practice work in the food and drink industry.

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