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Spirits producers renew commitment to responsible marketing

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By John Glenday | Reporter

February 13, 2012 | 2 min read

Europe's leading manufacturers of spirits have announced that they are to strengthen their commitment to responsible marketing of alcohol.

This has seen the launch of a new web campaign by the European Forum for Responsible Drinking to promote responsible marketing practices and explain EU advertising codes.

Advice on the use of registration data to prevent under age users from accessing content and moderation of user generated content are contained on the site - as is the avoidance of inadvertently targeting the pre-18 market by depicting “teen culture” or “rites of passage” in advertising.

Carole Brigaudeau, EFRD Manage , said: “Responsible marketing practices, agreed and enforced by EFRD members, must be understood and applied by everyone associated with the marketing of their brands. We are currently spreading this message throughout training road shows held with producers and advertising agencies across Europe as a commitment to the European Alcohol & Health Forum to run until 2013.

“The online training tool comes to support this "live" training and provides readily accessible information to agencies and marketers 24/7."

The new guidance follows a revision of the marketing rules in late 2011 to take account of the growing prevalence of digital media.

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