Responsible drinks marketing: shared rights and responsibilities

Abstract

PurposeThe purpose of this paper is to share – and provide context for – eight recommendations about responsible drinks marketing, which were developed by an Expert Committee led by the author in 2006. The International Center for Alcohol Policies (ICAP) and its sponsors have long recognized the importance of maintaining integrity and high standards in the marketing of beverage alcohol products.Design/methodology/approachAn Expert Committee was convened from 30 May to 2 June, 2006, with participants who were selected from each region of the world, representing the perspectives of marketers, regulators, beverage alcohol producers, researchers and consumers. The result of their work together was a report entitled, Responsible Drinks Marketing: Shared Rights and Responsibilities, which included the eight recommendations presented in this article.FindingsRecommendations focus on three distinct contexts: understanding perspectives on responsible drinks marketing; unifying principles for marketing worldwide; and best practice strategies for marketers.Practical implicationsAlcohol beverages have been an integral part of societies for thousands of years. While consumption patterns vary dramatically in different countries and societies, the marketing of beverage alcohol carries significant responsibilities.Originality/valueBased on the agreed‐upon premise that adults who choose to drink should be free to enjoy alcohol beverages safely and responsibly, the author and Expert Committee drew upon resources that included United Nations Guidelines for Consumer Protection.