The majority of our consumers sensibly enjoy our products, but there will always be a minority who misuse them.
Our marketing communications, therefore, needs to be clear about whom our products are targeted at, and how to enjoy them in a responsible manner.
The Responsible Marketing Code (the Code) goes to the heart of our commitment in self-regulation. It is about being legal, decent, honest and truthful in the way we market our brands so that, as an industry, we can help address social issues such as drinking & driving, underage drinking and heavy episodic drinking. The Code does not serve to summarize or substitute national laws, policies or codes, which must always be upheld. It explains ABAK’s approach to self-regulation.
The Code’s purpose is not to curb marketing freedom and creativity – It is here to protect us.