2. RESPONSIBLE CONSUMPTION a. The Responsible Drinking Message Principle Alcohol beverage digital marketing communications and/or alcohol beverage company-controlled digital platforms should include a clearly visible Responsible Drinking Message (RDM) which explicitly advocates responsible drinking. Implementation Wherever applicable, the RDM should be placed on the landing page. Alcohol beverage marketing communications may include a visible responsibility tab as an alternative or in addition to the RDM (e.g., on social media pages). b. User Generated Content (UGC) Principle User Generated Content (UGC) posted on alcohol beverage company-controlled digital platforms should be moderated on a regular and frequent basis so as to comply with the Guiding Principles.6 Implementation Alcohol beverage companies’ marketing codes of practice should include a statement indicating the frequency with which they monitor UGC on their company-controlled digital platforms. Wherever they allow UGC, alcohol beverage company-controlled digital platforms should include community guidelines stating their UGC policy, which can be included in the above mentioned responsibility tab. 6 10 See appendix for the Guiding Principles.