It was set up in 1989 as part of a campaign to raise awareness on alcohol-related issues, and its members account for the majority of alcohol products sold in the UK.

It takes its name from the Portman Square, London, head office of Guinness, one of its co-founders.

The code, which is supported throughout the industry, seeks to ensure that drinks are marketed in a socially responsible way and to an adult audience only.

These include: These campaigns have been strongly criticised by, amongst others, Professor Ian Gilmore of the Royal College of Physicians and Professor Martin Plant of the University of the West of England,[1] both noted alcohol harm experts, as not only ineffective but even favourable to the alcohol industry.

Professor Ian Gilmore resigned from his position with the agency when they refused to break the connection.