Implementation
In adopting these Digital Guiding Principles, we will adapt our internal
practices to reflect the high-level standards laid out in this document.
For this reason, a period of transition will be agreed upon before
launching the third party compliance audits to which we committed
as part of the Commitments.
A number of provisions included in the Digital Guiding Principles are by
nature subject to the technical feasibility and practicality provided by
digital platforms and social media operators.
Digital marketing communications are in a state of continuous
evolution. These Digital Guiding Principles will therefore be reviewed
and updated periodically so as to reflect the developments in digital
marketing communications.
Scope
The Digital Guiding Principles are relevant to all branded alcohol
beverage digital marketing communications (paid and unpaid),
including but not limited to advertising and marketing communications
on websites such as social network sites and blogs, as well as
mobile communications and applications, where the content of those
communications is under the control of alcohol beverage
companies’ marketers.
Definitions
AGE-AFFIRMATION
Mechanism by which a user is required to provide his/her full
date-of-birth (DOB) and country of residence (and province/state
wherever appropriate) to affirm he/she is of Legal Purchase Age (LPA).
Age-affirmation processes may vary according to the available technology.
DIRECT INTERACTION
Direct interaction is triggered whenever a user is provided with the
ability to directly and actively engage with the brand, beyond just
viewing or listening to content (e.g., sharing content, posting content,
responding to a direct digital marketing communication).
DIRECT DIGITAL MARKETING COMMUNICATIONS
Direct digital marketing communications cover all marketing communications
whereby a brand engages directly and personally with a user, for instance
using either this user’s private e-mail address or mobile phone number.
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