A6. Advertising & Marketing Alcohol: Ambition

What this pledge sets out to achieve, and why this is important

This pledge will support the objectives of the current codes of practice on the marketing of alcoholic drinks in seeking to ensure that alcohol advertising is socially responsible and does not target children and young people.

This pledge commits alcohol producers and retailers to follow best practice and adhere to the three current codes of practice on the marketing of alcoholic drinks.

The Codes

The Committee of Advertising Practice and Broadcast Committee of Advertising Practice codes are overseen by the Advertising Standards Authority (ASA) and focus on print and broadcast media.

The Portman Group are currently undertaking a comprehensive review of their Code of Practice on the Naming, Packaging and Promotion of Alcoholic Drinks. The review aims to ensure that the rules, which govern alcohol marketing including sponsorship, are robust and fit for purpose for the marketing environment, which has undergone significant change in recent years with the rapid growth in social networking and digital media. The public consultation accompanying this review (closing on 13 January 2012), will look at every aspect of the code including non-paid digital marketing and communications around the strength of drinks.

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