Alcohol Marketing detail

Alcohol Marketing

Alcohol Marketing

The Responsible Marketing Pact

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.


In order to limit the exposure of minors to alcohol advertising, RMP signatories commit to place ads only in media where at least 70% of the audience are adults. This is applied equally across all media channels, including online advertising.

Social Media

The “Standard Alcohol Profile” contains five concrete safeguards limiting minor’s interaction with alcohol brand profiles on the four main social media networks (Facebook, Youtube, Twitter and Instagram).


In order to avoid ads that might be particularly attractive to minors, the first-ever blacklist defines over fifty creative features that are banned from RMP signatories’ ad campaigns because they are primarily appealing to minors.

The International Alliance for Responsible Drinking

Around the world, WFA calls for the adoption and the strengthening of alcohol codes of conduct in order to champion the principles of responsible alcohol advertising, such as not targeting minors and not encouraging excessive and inappropriate drinking, as well as other rules as set by the International Chamber of Commerce (ICC) code.

Our role is also to engage with global stakeholders in order to provide expertise in marketing and explain the benefits of advertising standards as a meaningful component of the alcohol marketing policy mix.

At a global level, we advise the International Alliance for Responsible Drinking (IARD) and assist them in the development of the global responsible marketing commitments, with a special focus on digital advertising.

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