The Responsible Marketing Code

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. Read more