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UK alcohol marketing regulator the Portman Group has launched an industry-wide guidance framework for packaging and marketing alcohol alternatives. The Alcohol Alternatives Guidance aims to ensure that producers are marketing and selling alcohol alternatives responsibly to consumers. An ‘alcohol alternative’ drink is defined as having an ABV of 0.5% or below, and may have references to the absence of alcohol on the product and in its marketing. It may also share branding with an alcoholic drink or have similar packaging. The Portman Group’s new principles for marketing best practice stipulate that, as products aimed squarely at adults, steps should be taken to ensure the marketing of alcohol alternatives has no particular appeal to consumers under the age of 18. Guidance highlights that marketing that shows people driving, playing sport or taking part in risky activities after they’ve consumed an alcohol alternative product, should make it clear they have consumed the alcohol alternative, and that the intention is to show a wider range of choice for consumers. On a precautionary best practice basis, the guidance recommends that marketing does not depict, or reference in copy, an alcohol alternative being consumed during pregnancy. Those who are or may be pregnant will make their own educated choices about whether they wish to drink products at 0.0%, the regulator stated. Other suggestions laid out for producers include ensuring it is clear that the drink is at or below the threshold to be considered an alcoholic drink (0.5% ABV), not associating alcohol with social or sexual success, no images of people who are (or look as if they are) under 25 years of age. The guidance comes as new YouGov research commissioned by the Portman Group found that over a third (35%) of alcohol drinkers now consider themselves an occasional or regular drinker of alcohol alternatives – rising to close to half (44%) of 18-24 year olds. Furthermore, almost a quarter (23%) of UK drinkers reported that their alcohol consumption has fallen as a result of low- and no-alcohol products. Matt Lambert, CEO of the Portman Group, said: “As evidenced by our research, alcohol alternatives have seen a huge increase in popularity in recent years, and the Portman Group has responded by creating new marketing principles to help producers market these products responsibly”. He added: “It is clear that consumers are gravitating to alcohol alternatives either as a moderation tool to cut down on their drinking or as part of a healthier lifestyle. Our new guidance aims to help producers be clear and transparent in their marketing, ensuring that information is provided to consumers when considering which products to buy.” The UK’s public health minister, Andrea Leadsom, welcomed the publication of the marketing guidance, commenting: “I hope this guidance will support producers in increasing availability and visibility of alcohol alternatives for those consumers who want to moderate their alcohol consumption and improve their health”. The regulator’s advisory service will now also offer free, confidential advice to producers launching products in the category and low-cost training will also be available to the industry. The Portman Group is funded by 19 member and associate member companies, including Asahi UK, Bacardi, Beam Suntory, Campari, Diageo GB and more.