Responsible Marketing
Last updated: 29 July 2026
Our commitment
Lootera markets alcohol to adults, responsibly. We follow the Portman Group Code of Practice on the Naming, Packaging and Promotion of Alcoholic Drinks, the CAP and BCAP advertising codes, and the licensing law of England and Wales.
What that means in practice
We age-gate this website and every social channel we run.
We do not suggest that alcohol contributes to social, sexual, sporting or professional success, or that it improves mood or ability.
We do not encourage rapid, excessive or irresponsible drinking, and we never suggest drinking and driving.
We do not use imagery, language or media placement with particular appeal to people under 18.
We show the alcoholic strength and unit content clearly on our packaging.
We do not suggest that alcohol contributes to social, sexual, sporting or professional success, or that it improves mood or ability.
We do not encourage rapid, excessive or irresponsible drinking, and we never suggest drinking and driving.
We do not use imagery, language or media placement with particular appeal to people under 18.
We show the alcoholic strength and unit content clearly on our packaging.
Our brand line
“Good gin. Bad influence.” refers to the mischief of the Looterā characters and to the movement of flavour between cultures. It is not an encouragement to drink irresponsibly.
Telling us if we get it wrong
If you think any of our marketing falls short, email [email protected]. You can also contact the Portman Group at portmangroup.org.uk or the Advertising Standards Authority at asa.org.uk.