The FINANCIAL — Heeding the call of industry to ensure robust rules are well understood and coherently applied across markets, the ICC Commission on Marketing and Advertising is developing a new global framework for responsible marketing communications of alcohol, according to the International Chamber of Commerce.
“The ICC framework will complement steps already taken by sectoral groups to bolster existing self-regulatory efforts and expand on them in markets where they are lacking,” said Brent Sanders, Chair of the Marketing and Advertising Commission and Associate General Counsel of Microsoft. “While the commission’s work is oriented to rules for broad business interests and not sectoral codes, we agreed that the interpretive instrument proposed would help self-regulatory bodies implement existing ICC Code articles more effectively and coherently across markets,” Sanders added.
“The goal is to increase existing confidence in the self-regulatory approach even further, and ensure that it reaches across all markets,” said Oliver Gray, co-Chair of the ICC experts’ group drafting the framework and Executive Director of the European Advertising Standards Alliance. “This new initiative will do just that and, by building on the global commitments of the major alcohol beverage companies, will demonstrate responsibility via strong and coherent industry rules,” Gray added.
Development of an ICC framework was initially proposed by the International Center for Alcohol Policies (ICAP) with strong support of the World Federation of Advertisers. The base draft was developed against the background of the ICAP guiding principles. These represent a consensus built and globally committed to by CEOs of 13 major companies representing beer, wine and spirits producers, according to the International Chamber of Commerce.
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