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ICC Framework for Responsible Alcohol Marketing Communications
The 2026 edition of the ICC Framework for Responsible Alcohol Marketing Communications updates long-standing guidance on how to apply the ICC Advertising and Marketing Communication Code's principles to alcohol marketing and alcohol-free brand extensions. It supports effective global self-regulation and responsible practices that protect children and teens.
The ICC Framework for Responsible Alcohol Marketing Communications helps advertisers, agencies, self-regulatory organisations and policymakers apply the principles of the ICC Advertising and Marketing Communication Code to alcohol marketing communications – promoting a consistent, harmonised and responsible approach across national self-regulatory systems.
The Framework reflects the continued commitment of the global business community to responsible alcohol marketing, high ethical standards and effective self-regulation. Developed through consultation with industry representatives, self-regulatory organisations and ICC’s national committees, it provides practical guidance that can be adapted to different legal, cultural and regulatory environments.
What is new in the 2026 edition?
The updated Framework clarifies, consolidates and aligns with the latest ICC standards, including:
- Updated definitions, including clarification that local laws and self-regulatory codes should be consulted given the lack of globally accepted definitions of ‘alcohol’ and ‘alcohol-free’ products.
- A reminder of responsibilities to protect children and teens, noting that care should be taken to advertise only to those of legal age and avoiding undue appeal to minors.
- Updated provisions on alcohol-free brand extensions, clarifying that marketing communications should take into account both the nature of the product and its intended audience, and maintain safeguards against unintended appeal to minors.
- Clearer guidance on honesty, truthfulness, identification and transparency, helping support consistent interpretation and application across markets.
- Strengthened provisions on influencer marketing, reflecting evolving marketing practices and the growing role of influencers in the marketing landscape.
Related resources
ICC Framework for Responsible Environmental Marketing Communications
As sustainability shapes consumer choices, clear and credible environmental messaging is vital. The ICC Framework for Responsible Environmental Marketing Communications (ICC Environmental Framework) sets the global benchmark for truthful, non-misleading, clear and substantiated claims. Now in its fifth revision, it helps marketers communicate sustainability with integrity and foster consumer trust.
ICC Framework for Responsible Food and Beverage Marketing Communications
This framework should be read against the background of three intertwined issues: the role of commercial communication in our information-focused society, responsible marketing to children, and the importance of marketing to a competitive economy and consumer choice.
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- Marketing and advertising
The ICC Advertising and Marketing Communications Code
