ICC Framework for responsible marketing communications of alcohol
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, through which the International Center
for Alcohol Policies (ICAP) established a consensus among international producers of alcohol regarding effective selfregulation.
Enabling this collective commitment to succeed is in the general interest of preserving and strengthening
trust in self-regulation while also demonstrating its efficacy.