EU Responsible Marketing Pact

9:16 AM, 20 November 2013

For the first time ever, the Responsible Marketing Pact created common standards supported by major beer, wine and spirits producers throughout the EU to:

  • Prevent minors from inadvertently seeing alcohol beverage marketing communications on social media. This will include common standards for effective age-controls, Facebook sponsored stories, user-generated content, sharing/forwarding functionality, etc.

  • Set a common adult demographic standard for alcohol beverage marketing communications across all media, thereby limiting undue exposure of minors to drinks ads. This will take the form of a common baseline standard that ads may only be placed in media where at least 70% of the audience is reasonably expected to be above legal purchase age.

  • Prohibit any alcohol beverage marketing communications that might be particularly attractive to minors by ensuring that the content of ads appeals primarily to adults. The initiative will provide consistent guidelines and enforcement in both letter and spirit of rules to ensure ads primarily appeal to adults of the legal purchase age.

Once these standards have been agreed, implementation and compliance will be independently monitored by Accenture and national advertising self-regulatory organisations (SROs) across Europe, and will be publicly reported. The initiative also aims to task SROs with enforcing the standards at the national level with sanctions including public naming and shaming, mandatory pre-clearance for future campaigns, and referral to the competent national regulatory authorities in cases of repeat offenses.

The Responsible Marketing Pact takes the form of a commitment by WFA and the companies to the European Alcohol and Health Forum (EAHF). The EAHF is the flagship programme of the European Strategy to support Member States in reducing alcohol-related harm. Chaired by the European Commission, it brings together alcohol beverage producers, civil society and consumer representatives, the medical profession, the advertising and retail sectors and others to promote voluntary actions to help reduce alcohol-related harm in Europe.





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