The new pact aims to strengthen self-regulation in the EU

The new pact aims to strengthen self-regulation in the EU

Leading drinks companies, including Anheuser-Busch InBev and Diageo, will strengthen measures to prevent minors in Europe viewing alcohol advertising on social-media sites such as Facebook and Twitter.

The companies will also agree to place ads in media only where at least 70% of the audience is above legal purchase age. The rules are part of an agreement announced yesterday (16 April) by the companies, which also include Bacardi, Brown-Forman, Carlsberg, Heineken, Pernod Ricard and SABMiller, to increase self-regulation in alcohol marketing across the EU.

The eight companies will work with the World Federation of Advertisers (WFA), the EU and national advertising associations to set up the Responsible Marketing Pact. 

The pact will also ensure that ad content will appeal primarily to adults.

WFA managing director Stephan Loerke said the pact was the first time major companies from the beer, wine, and spirits sectors had come together to share responsibility standards for all alcohol beverage marketing.

The companies said the pact was a commitment to the European Alcohol and Health Forum (EAHF), which supports member states in reducing alcohol-related harm. 

“Alcohol beverage producers take seriously the expectations from our consumers and society at large that our marketing communications must respect the highest standards,” said Jean-François van Boxmeer, CEO of Heineken. “We are joining forces with our partners to show that meeting and exceeding these expectations continues to be our priority.”