The alcoholic drinks industry association The Portman Group is offering its members the opportunity to learn how to undertake the responsible online marketing of their products.

The group, which oversees the drinks industry’s code of practice regarding the packaging, promotion and naming of alcoholic beverages, and operates the “Prove It” identity card system, is holding a number of interactive training sessions from the end of the month in London, Manchester and Edinburgh.

The sessions will explore the right and wrong ways to approach an online marketing campaign for drinks using a number of role-play and fictional scenarios dreamt up by marketing firm BD Network.

The Portman Group’s chief executive David Poley commented: “With over 18 million households in the UK now having access to the internet, it is critical that the drinks industry markets its products online in a socially responsible way.”

“The Portman Group provides expert advice in this area and these sessions will provide marketing professionals with vital information on how the code applies to digital marketing.”

The first step was taken last year, when the group published guidelines for drinks companies on responsible online advertising, and the dos and don’ts of promoting alcoholic drinks on social networking sites such as Facebook or Twitter. These guidelines can be found on the Portman Group website.

Any in-house drinks marketing departments or agencies working within the alcoholic beverage industry are welcome to attend the online marketing sessions. The first takes place in London at the offices of the Portman Group on 28 July.