Commercial CommunicationsResponsible Marketing Pact
In April 2012 The Brewers of Europe became an associated partner on three new Responsible Marketing Pact (RMP) commitments from the World Federation of Advertisers (WFA), commitments co-owned by companies including AB InBev, Carlsberg, Heineken and SAB Miller.
As part of the process The Brewers of Europe took part in numerous consultations in the lead-up to the filing of the commitments, plus RMP workshops coordinated by WFA. Developing these commitments, WFA and the co-owning companies, with assistance as and where appropriate from associated partners, have been elaborating common standards for responsible alcohol beverage marketing communications on social media, including guidelines to integrate them into national and company codes and consistently apply, enforce and monitor the agreed approach.
With the aim to ensure the further dissemination of the 70/30 rule – a recognised effective means of defining appropriate media placement and thereby reducing undue exposure of minors to alcohol beverage marketing communications – the RMP promotes as a common baseline standard the integration into self-regulatory rules governing the whole industry of what is today’s corporate best practice.
Furthermore, there is also the aim to ensure that self-regulatory rules prohibiting targeting/primary appeal to minors are up-to-date, reinforced where needed, interpreted consistently and applied in spirit as well as to the letter by industry and SROs across the EU.
Following the RMP’s launch The Brewers of Europe will work with its members to identify the areas where national self-regulatory systems governing beer advertising can be further strengthened and roll-out updated codes and systems as appropriate. In particular digital advertising needs to be adequately covered by the systems, ensuring that self-regulation keeps pace with the developments in marketing.