spiritsEUROPE believes that responsible marketing, advertising and commercial communications for our products are essential to ensure consumer choice, market access for all (in particular craft distillers and SMEs) and healthy competition. Any and all marketing, advertising and/or commercial communications should convey our central message that alcohol is a product that is to be enjoyed in moderation by those of a legal purchase age, respect the decision of those who choose not to drink, and discourage the inappropriate and excessive consumption of alcohol beverages.
The revised spiritsEUROPE marketing guidelines adopted in March 2022 reflects new marketing practices and provides rules on content and placement of commercial communications to assist marketing professionals in the implementation of the laws, regulations and self-regulatory codes of practice. The latest edition of the Guidelines endorse the standards agreed at international level by the International Alliacne for Responsible Drinking (IARD) regarding the use of social influencers in alcohol marketing. The standards set out five specific safeguards that apply to any content involving influencers who work with our companies. The increased use of digital channels has transformed the way people interact with brands and see advertising. In September 2021, IARD members formed a unique partnership with leading global advertising, public relations and influencer agencies to lead the way in setting robust standards for the marketing of alcohol on social channels. IARD also launched a set of tools to support brands, agencies, and influencers who market alcohol on social channels to feel confident they are creating responsible content and helping prevent those underage from seeing alcohol marketing.
The spiritsEUROPE Guidelines for Responsible Marketing Communications do not replace existing national regulatory standards, but provide reference criteria for the development and future amendment of national and sectoral self-regulatory codes applicable to marketing communications for spirits drinks.
