Introduction
Codes of practice for the self-regulation of marketing communications
for beverage alcohol operate at company and sector levels and as part
of national self-regulatory codes. They have evolved over many decades
to reflect developments in the marketplace and the cultural norms
of the wider society, including progressively incorporating provisions
dedicated to digital marketing communications.
Indeed, it is well known that the unprecedented level of interactivity
brought by digital advertising has enhanced brand communications
worldwide. However, those recent transformations in advertising
practices give rise to the need to adapt self-regulation provisions and
structures to address this ever-evolving means of communication.
From the respect of users’ privacy to the promotion of responsible
drinking practices via online communications, all alcohol beverage
marketing codes of practice should include appropriate digital-specific
provisions and thus ensure that all alcohol beverage marketing
communications reflect the same high standards of social
responsibility, whatever the device and whatever the media.
Marketing codes of practice vary according to country and product
to reflect local cultures, lifestyles, traditions, and national contexts. The
purpose of this document is therefore to provide guidance wherever
alcohol beverage self-regulation codes of practice are being established
or enhanced, by helping to define common core principles of responsible
marketing communications which apply specifically to digital media.
In November 2011, the sponsor companies of the International Center
for Alcohol Policies (ICAP) approved the Guiding Principles –
Self-Regulation of Marketing Communications for Beverage Alcohol,1
a set of key principles designed to ensure that alcohol beverage
marketing communications are socially responsible (see Appendix 1).
And in 2012, we made a collective commitment as leading global
producers of beer, wine, and spirits to build on our long-standing
efforts to reduce harmful drinking through the Beer, Wine and Spirits
Producers’ Commitments (www.producerscommitments.org).
In recognition of the serious effects that the harmful use of alcohol can
have, we wish to demonstrate our support of international efforts
to improve health and social outcomes for individuals, families, and
communities through the Commitments.
International Center for Alcohol Policies (ICAP). (2011). Guiding Principles: Self-Regulation of Marketing
Communications for Beverage Alcohol.
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