Digital Guiding Principles (DGPs) - Page 4

Introduction Codes of practice for the self-regulation of marketing communications for beverage alcohol operate at company and sector levels and as part of national self-regulatory codes. They have evolved over many decades to reflect developments in the marketplace and the cultural norms of the wider society, including progressively incorporating provisions dedicated to digital marketing communications. Indeed, it is well known that the unprecedented level of interactivity brought by digital advertising has enhanced brand communications worldwide. However, those recent transformations in advertising practices give rise to the need to adapt self-regulation provisions and structures to address this ever-evolving means of communication. From the respect of users’ privacy to the promotion of responsible drinking practices via online communications, all alcohol beverage marketing codes of practice should include appropriate digital-specific provisions and thus ensure that all alcohol beverage marketing communications reflect the same high standards of social responsibility, whatever the device and whatever the media. Marketing codes of practice vary according to country and product to reflect local cultures, lifestyles, traditions, and national contexts. The purpose of this document is therefore to provide guidance wherever alcohol beverage self-regulation codes of practice are being established or enhanced, by helping to define common core principles of responsible marketing communications which apply specifically to digital media. In November 2011, the sponsor companies of the International Center for Alcohol Policies (ICAP) approved the Guiding Principles – Self-Regulation of Marketing Communications for Beverage Alcohol,1 a set of key principles designed to ensure that alcohol beverage marketing communications are socially responsible (see Appendix 1). And in 2012, we made a collective commitment as leading global producers of beer, wine, and spirits to build on our long-standing efforts to reduce harmful drinking through the Beer, Wine and Spirits Producers’ Commitments ( In recognition of the serious effects that the harmful use of alcohol can have, we wish to demonstrate our support of international efforts to improve health and social outcomes for individuals, families, and communities through the Commitments. International Center for Alcohol Policies (ICAP). (2011). Guiding Principles: Self-Regulation of Marketing Communications for Beverage Alcohol. 1 4