Page last updated: October 19, 2017
Leading alcohol producers sign pledge for new responsibility standards for digital marketing

Some of the world’s leading alcohol producers, including Diageo, Pernod Ricard and Bacardi Limited, have pledged to develop “robust” new responsibility standards for digital marketing. At a meeting in Copenhagen the company CEOs announced their further commitment to develop, in collaboration with others, new robust responsible marketing standards for digital channels that represent best-practice in this rapidly-changing field.

Signed by the heads of 11 leading beer, wine and spirits companies, the pledge outlines their intention to “create rigorous standards” for the industry by working with internal marketers, agencies and social media companies. The standards are designed to “reassure others” that advertising is only directed to “adults who can lawfully buy our products”.

“Information technology is changing our world faster than at any time in history and the explosion of digital channels has transformed the way in which people understand and interact with our brands,” they said in a statement.

“Although we have achieved significant progress in strengthening and expanding marketing codes of practice, digital media presents evolving opportunities with improved consumer insights, better data and technology. We are determined to use these opportunities to set robust responsibility standards for digital marketing that take account of the changing landscape and reassure others that we direct our advertising only to those adults who can lawfully buy our products.

“By working with our marketers internally, agencies and social media companies we believe we can create these rigorous standards for our industry and potentially for others. We know we can achieve more together than we can by working separately, and we welcome the opportunity to play a full and proactive role in further reducing the harmful use of alcohol in support of the United Nation’s Sustainable Development Goals.”


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