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Alcohol marketing ideas 'being vetted'
Marketing News |
29/04/2010
Marketing professionals working on campaigns for alcoholic products are being increasingly cautious.
Recent data highlighted that there has been a 40 per cent leap in the number of marketing ideas for such products being vetted by the drinks industry watchdog the Portman Group.
The group's annual report showed that the Code Advisory Service looked at 356 proposals last year.
Commenting on the findings, David Poley, Portman Group chief executive, said: "This surge in demand for our help is a positive sign, illustrating the growing importance of social responsibility.
"Companies want to protect their brand, corporate and industry reputations."
He added that there is also financial value in getting campaigns checked out, as if any complaints are made once they have gone live it can be costly to make any changes.
Recent research by the European Commission highlighted that more than three-quarters of people surveyed think alcohol advertising targeting young people should be banned.
Posted by Jon Aspinell
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