The ICC Framework for Responsible Marketing Communications of Alcohol
helps to interpret the fundamental global standards of the ICC Code to offer more specific guidance on issues unique to the alcohol sector emphasizing the key principles that marketing communications be honest, legal, decent and truthful and prepared with a due regard for social responsibility. The Framework is a pragmatic tool to help industry meet its global commitments and assist marketers in applying the ICC Code in the context of alcohol specific marketing communications. It will also serve as the basis for developing self-regulatory rules for marketing alcohol where these do not exist. Countries seeking to establish or enhance marketing self-regulation codes for alcohol can look to the ICC principles as the baseline global standards and use the interpretation of this Framework to easily adapt them into national codes according to varying cultures and contexts.
|Download the document||ICC Document N° 240-46/698 – March 2014|