Drinks watchdog to ban phrases 'shooters and slammers' to curb binge drinking

Products described as shooters or slammers are likely to fall foul of industry body the Portman Group's revised code of practice.

The restrictions apply to promotional material and packaging for all alcohol, but spirit-based brands are likely to be most affected.

They apply to drinks producers, but promotions run by pubs, bars and nightclubs are not within the code's remit.

Drinks marketed as "shots" will be unaffected because this term is more ambiguous and can be used to describe a small drink measure rather than speed-drinking, the Portman Group said.

Products sold in single-shot containers and even test tube-style packaging will still be permitted because it is up to consumers how quickly they drink them.

The revised code of practice on the naming, packaging and promotion of alcoholic drinks comes into force on January 1, 2008.

Promotional activities such as serving drinks from squirt guns or drinking "countdowns" organised by drinks producers will also be banned.

The Portman Group's member companies are nine leading drinks manufacturers. More than 140 producers and retailers have pledged to support its code of practice.

This means that retailers will refuse to sell products which fall foul of the rules.

Portman Group chief executive David Poley said: "Downing drinks is potentially damaging because it can cause people quickly to get drunk.

"In the end, only drinkers can control the way they drink. Producers want to promote responsible behaviour and not a drinking style which can be harmful."

Products thought to be in breach of the revised code will be assessed by the Portman Group's independent complaints panel.

Firms whose products fall foul of the rules are given three months to make changes before they are banned.

The Portman Group is urging manufacturers to re-brand drinks called shooters and slammers before the new rules come into effect.

Alcohol Concern spokesman Frank Soodeen said the Portman Group's new rules were unlikely to have much impact because they do not affect bars, pubs and clubs.

"Because of their jurisdiction and remit it is difficult to see how this code will have an impact on the cultural phenomenon of drinking shots to get drunk. The Portman Group don't cover bars in that way," he said.

The Portman Group's code is voluntary and carries no fines for members found in breach.

Its nine member companies together make up around 60% of the UK's alcohol market.

They are: Bacardi-Martini, Beverage Brands (UK) Ltd, Brown-Forman, Carlsberg UK, Coors Brewers UK, Diageo GB, InBev UK Ltd, Pernod Ricard UK and Scottish and Newcastle.