Digital Guiding Principles (DGPs) - Page 11

3. TRANSPARENCY Principle Alcohol beverage digital marketing communications should not misrepresent their commercial purpose. Implementation Alcohol beverage companies should not improperly promote a brand using marketing techniques that falsely imply they are an ordinary consumer. 4. PRIVACY Principle Alcohol beverage companies should respect user privacy. Implementation With regards to direct digital marketing communications, alcohol beverage companies should require consumer consent prior to sending direct digital marketing communications. They should also provide an easy way to opt out of receiving direct digital marketing communications. With regards to the collection and use of data, alcohol beverage companies should abide by the laws and regulations regarding data collection of the country of activity. They should also feature data privacy statements regarding the collection and use of personal data on their company-controlled websites that they encourage users to read. 11