Phosphorescent conjugated polymers consisting of alternating p-phenylene-ethynylene and 'para-' or 'meta-type' Pt(II)-salphen luminophore units have been synthesized. Side-arms bearing different substituents (n-alkoxy and acetylated-sugar) have afforded contrasting emission properties that are attributed to the polymer conformation, extent of p-stacking interactions and differences in chemical structure. Intriguing selectivity in luminescent sensing of metal ions has been observed.