al Chamber of Commerce (ICC) Commission on Marketing and Advertising has released a new framework for responsible marketing of alcohol.The new ICC Framework for Responsible Marketing Communications of Alcohol guides companies and self-regulatory bodies in strengthening responsible marketing practice across the alcohol markets, without disturbing the existing codes.
Promoting alcoholic products such as beer, wines and spirits as a means for social success in any region is not an acceptable practice, according to the framework.
The framework will also help in developing self-regulatory rules for marketing alcohol where these do not exist.
ICC Code Revision Task Force co-chair Oliver Gray said that for self-regulatory organizations reviewing advertisements to enforce those principles, this extra clarity will be invaluable.
Commenting on the framework, International Center for Alcohol Policies senior vice-president Brett Bivans said, "This is a significant step in strengthening and clarifying high standards of responsible marketing, and we will work closely with ICC and other partners as the Framework is implemented."
Since 1930, ICC has served as the authoritative rule-setter for international advertising. It has also updated and expanded the ICC self-regulatory framework in order to help the companies in marketing their products responsibly and to help self-regulators apply the rules consistently.
