The Commitments address 10 action areas over five years (2013-2017).
The key areas being addressed are:
• Reducing underage drinking
• Strengthening and expanding marketing codes of practice
• Providing consumer information and responsible product
innovation
• Reducing drinking and driving
• Enlisting the support of retailers to reduce harmful drinking
In Action Area 4 of the commitment to strengthen and expand marketing
codes of practice, we commit to develop a set of global guiding principles
for alcohol beverage marketing in digital media that will require the
content of online marketing to meet the same high standards that apply
to our traditional marketing activities. With respect to digital “social media
sites,” where we are engaged in direct interaction with consumers, we
also commit to put in place, where possible, controls to limit underage
access and operate a user age-affirmation mechanism. In doing so, we
will invite relevant social media providers to work with us to achieve this.
The Digital Guiding Principles (DGPs) are based on an extensive analysis
of existing alcohol-specific marketing self-regulation codes. These Digital
Guiding Principles complement the ICAP Guiding Principles by providing
guidance specifically dedicated to digital marketing communications.
The two documents should therefore be read in conjunction.
The Commitments Signatory Companies are:
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Anheuser-Busch InBev
Bacardi Limited
Beam Inc.
Brewers Association of Japan
Brown-Forman Corporation
Carlsberg
Diageo
• Heineken
• Japanese Spirits &
Liqueurs Makers
• Molson Coors
• Pernod Ricard
• SABMiller
• UB Group
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