Liquor makers promote responsible drinking

LONDON, June 19 (UPI) -- A consortium of British liquor manufacturers has adopted new marketing rules banning anything encouraging drinkers to gulp their booze.

The Portman Group's code of practice applies to advertising, packaging and promotion, The Daily Mail reported. Alcohol can still be sold in single-shot containers.

"In the end, only drinkers can control the way they drink," said David Poley, the Portman Group chief executive. "Producers want to promote responsible behavior and not a drinking style which can be harmful."

The nine members of the Portman Group account for 60 percent of the British liquor market. More than 140 other producers have signed on to the code.

But a critic said the code likely will have little practical effect because clubs and pubs can still do whatever they want.