The Portman Group has released the sixth edition of its Code of Practice regarding alcohol packaging and advertising.

Updates have been made to the way alcoholic drinks should be named, packaged and promoted in response to changes in the industry and society.

The guidelines now advise that manufacturers should take care when referencing race, religion, gender, sexual orientation, disability and age on their packaging or promotional materials.

The updated code also includes a new unit-based definition for immoderate consumption following the change to weekly drinking guidelines set by the chief medical officer (CMO).

“In completing this review, we have been conscious throughout of the need to drive up standards and provide better protection for consumers.”

In addition, the guidelines stress that single-serve products and non-resealable beverages must not feature more than four units of alcohol and a product should not suggest any association with illegal behaviour.

Beginning from September this year, the updated code will be applicable to all alcohol promoted or marketed by producers in the UK and joint promotions with on and off trade retailers.

Alcoholic beverage producers and marketers will have six months to prepare for the changes.

The Portman Group chief executive John Timothy said: “In completing this review, we have been conscious throughout of the need to drive up standards and provide better protection for consumers while at the same time supporting producers to innovate and bring forward new and exciting brands and products.

“Our latest Code update reflects changes in the industry and wider society and strikes the right balance between protection and creative freedom.”