The FINANCIAL — The International Chamber of Commerce (ICC) presented the ICC Framework for Responsible Marketing Communications of Alcohol to self-regulatory organizations (SROs) at the annual meeting of the International Council on Advertising Self-Regulation (ICAS) in Amsterdam this month, according to ICC.
ICAS is a body facilitated by the European Advertising Standards Alliance (EASA) to provide a forum for information exchange, best practice discussions and communication among nine advertising SROs beyond the 27 in EASA’s European membership. This year’s meeting was hosted by the Dutch SRO Stichting Reclame Code.
The presentation by ICC Senior Policy Executive for the Commission on Marketing and Advertising, Elizabeth Thomas-Raynaud, together with Brett Bivans, Senior Vice President of the International Center of Alcohol Policies, sought to provide SROs with a better understanding of how the Framework can be implemented on a local level.
The talk outlined the impetus for the development of the framework, and explained what the Framework covers with relevant examples on how it could be used to update or develop local rules for responsible alcohol marketing, according to ICC.
“The framework helps interpret and apply the principles to offer more specific guidance on issues such as health and safety, social responsibility and truthfulness in the context of alcohol marketing communications,” said Ms Thomas-Raynaud. “We consider SRO needs and input closely in developing these tools. We trust this framework will help strengthen local codes and in turn the effectiveness of regulation in this area," he added.
The Framework was welcomed as a positive development by the SROs represented, including El Salvador, Australia, Canada, Mexico, and Colombia as well as those from Europe. Several participants advised ICC of their intention to use the framework to update or develop their codes.
“We are confident that this framework will bolster existing self-regulatory efforts to help industry meet the global commitments of the major alcohol beverage companies. Effective implementation by national level self-regulatory bodies is a critical factor in achieving that goal so we’re keen to take every opportunity to present and explain the ICC framework,” Mr Bivans added.
The Framework was launched in March and has since been distributed by the ICC network of national committees and communicated by ICC marketing and advertising commission members and partner associations, according to ICC.
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