Digital Guiding Principles (DGPs) - Page 5

The Commitments address 10 action areas over five years (2013-2017). The key areas being addressed are: • Reducing underage drinking • Strengthening and expanding marketing codes of practice • Providing consumer information and responsible product innovation • Reducing drinking and driving • Enlisting the support of retailers to reduce harmful drinking In Action Area 4 of the commitment to strengthen and expand marketing codes of practice, we commit to develop a set of global guiding principles for alcohol beverage marketing in digital media that will require the content of online marketing to meet the same high standards that apply to our traditional marketing activities. With respect to digital “social media sites,” where we are engaged in direct interaction with consumers, we also commit to put in place, where possible, controls to limit underage access and operate a user age-affirmation mechanism. In doing so, we will invite relevant social media providers to work with us to achieve this. The Digital Guiding Principles (DGPs) are based on an extensive analysis of existing alcohol-specific marketing self-regulation codes. These Digital Guiding Principles complement the ICAP Guiding Principles by providing guidance specifically dedicated to digital marketing communications. The two documents should therefore be read in conjunction. The Commitments Signatory Companies are: • • • • • • • Anheuser-Busch InBev Bacardi Limited Beam Inc. Brewers Association of Japan Brown-Forman Corporation Carlsberg Diageo • Heineken • Japanese Spirits & Liqueurs Makers • Molson Coors • Pernod Ricard • SABMiller • UB Group 5