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Against the background of the WHO Global Strategy to reduce hazardous and harmful alcohol consumption, WFA has started – in collaboration with the International Center for Alcohol Policies (ICAP) and leading global alcohol producers* – a new initiative to strengthen and expand alcohol self-regulation schemes across the world.

As part of this new initiative, WFA is working to facilitate the implementation and monitor the application of two major commitments approved by alcohol industry leaders to ensure and promote responsible marketing: the 70/30 audience threshold rule and the development of new Digital Guiding Principles for global alcohol producers.

• On the 70/30 audience threshold rule, WFA is drafting technical guidance to help marketers apply the above-mentioned audience rule (at least 70% adults over Legal Purchase Age) on TV, print and digital globally. WFA is also responsible for conducting the first global monitoring of this rule.
• As a complement to the Guiding Principles - a set of key global principles designed to ensure and promote responsible alcohol marketing, adopted by world's leading producers of beer, wine and spirits in November 2011 - WFA is drafting Digital Guiding Principles that will apply specifically to digital alcohol marketing communications.

This work is part of WFA and ICAP's renewed partnership, agreed after 13 CEOs of global alcohol producers announced a new round of collective commitments over the next five years in support of the WHO Global Strategy to Reduce the Harmful Use of Alcohol in October 2012. It also follows three years of close collaboration between WFA and ICAP to strengthen cross-industry self-regulation systems in seven major markets from 2010-2012.

* Anheuser Busch InBev; Bacardi; Beam; Brewers Association of Japan; Brown Forman; Carlsberg; Diageo; Heineken; Japan Spirits & Liqueurs Makers Association; Molson Coors; Pernod Ricard; SABMiller and UB Group

If you have any questions please contact Paola de la Baume [email protected]


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