The Portman Group will introduce a UK-wide Sponsorship Code to come into effect on 31 January 2014. The Code is separate, but consistent, with the Code of Practice on Naming, Packaging and Promotions. The Code will require producers to promote responsible drinking and/or support community/diversionary activity as an integral part of any sponsorship. The Code is supported throughout the industry, including producers, importers, wholesalers, retailers and trade associations. There is a six month lead-in to allow producers and their agencies to familiarise themselves with the new Code.