people drinking in advertisements if they both are and look at least 25 years old.

David Poley, chief executive, of the Portman Group, which is funded by nine member

companies including Diageo and Inbev UK, says the body wants to ensure consumers

know the rules and how to complain.

He adds it chose to highlight the 25 year-old rule because it was one of the lesser known

restrictions.

The Portman Groups code sets minimum, mandatory standards for all alcohol naming,

packaging, brand websites, sponsorships and sampling.

The campaign comes as pressure mounts on the alcohol industry to clamp down on what

some say is irresponsible marketing. Last month, the British Medical Association called for

a complete ban on alcohol advertising in a bid to tackle misuse among young people.

The Government has also proposed a new mandatory code of practice which could see and

an end to irresponsible price promotions, while forcing supermarkets to display information

on the health impacts of alcohol.