The Portman Group

The Portman Group is a UK organization that promotes responsible alcohol marketing and consumption. It sets guidelines for how alcohol products are advertised, ensuring communications are honest and do not encourage harmful drinking or target minors. The group also provides voluntary standards for the industry to follow, fostering social responsibility and helping to reduce alcohol-related harm. Importantly, it acts as a self-regulatory body, meaning the industry oversees its own adherence to these principles rather than relying solely on government enforcement.