WFA champions ambitious standards for responsible alcohol advertising, with a special focus on limiting the impact of marketing on minors.
We assist the leading alcohol producers in developing responsible commercial communications which are necessary to build trust among consumers and stakeholders. WFA believes alcohol marketing codes of conduct are an effective protection of consumers, on top (and not instead) of statutory regulation of alcohol advertising.
The Responsible Marketing Pact (RMP) is an initiative launched by the leading producers of beer, wine and spirits in the European Union- AB InBev, Bacardi Limited, Brown-Forman, Carlsberg, Diageo, Heineken and Pernod Ricard. The objective is to substantially reinforce companies’ advertising self-regulatory commitments by establishing a set of common rules.
The RMP was launched in 2012 and has been implemented across the EU since 2014.
The RMP signatories believe it is their responsibility to conduct business in a manner that does not encourage inappropriate and excessive drinking. The focus of the RMP is specifically on minors, those too young to drink. The programme aims at limiting the underage access to and appeal of alcohol marketing communications. Given the development of online advertising, special care is applied to digital media.
The RMP is our common commitment to the European Alcohol and Health Forum led by the European Commission and created in the framework of the EU strategy to support Member States in reducing alcohol-related harm. The initiative is subject to external scrutiny through independent monitoring and results are publicly reported.