Design called in on alcopops

Design has an important role to play in targeting so-called “alcopops” away from under-age drinkers, says the Portman Group, which has found evidence that some products still fall outside its code of practice.

The breaches in the code, announced in April, are in the naming and packaging rather than the merchandising, says Portman Group deputy director John Browne, who wrote the code.

“We would welcome anything the design industry can do to help manufacturers make it clear that their products are not aimed at, or are seen to be aimed at, under- 18s,” says Browne. “There’s an interesting design challenge here.”

A report on the findings is due to be published by October.