ICC Framework for Responsible Alcohol Marketing Communications (2019)
The ICC Framework for responsible marketing communications of alcohol (Framework) helps to interpret the fundamental global standards of the Consolidated ICC Code to offer more specific guidance on issues unique to the alcohol sector. Countries seeking to establish or enhance marketing self-regulation codes for alcohol can look to the ICC principles as the baseline global standards and use the interpretation of this framework to easily adapt them into national codes according to varying cultures and contexts.
The Framework has been developed in consultation with the sector and against the background of existing principles, including the Guiding Principles for Responsible Beverage Alcohol Marketing, and the Digital Guiding Principles: Self-regulation of marketing communications for beverage alcohol through which the International Alliance for Responsible Drinking (IARD) established a consensus among international producers of alcohol regarding effective self-regulation.
The Framework helps to interpret the fundamental global standards of the ICC Code to offer more specific guidance on issues unique to the alcohol sector emphasizing the key principles that marketing communications be honest, legal, decent and truthful and prepared with a due regard for social responsibility. The Framework is a pragmatic tool to help industry meet its global commitments and assist marketers in applying the ICC Code in the context of alcohol specific marketing communications
Enabling this collective commitment to succeed is in the general interest of preserving and strengthening trust in self-regulation while also demonstrating its efficacy.