New guidelines for online advertising

New guidelines which are set to revolutionise drinks advertising on the internet have been published by the European Forum for Responsible Drinking (EFRD).

Among the new guidelines is the inclusion of age confirmation upon accessing any brand or product promotional websites as well as web pages of EFRD member companies, which include Bacardi Martini, Diageo, Pernod Ricard, Moët Hennessy, Beam Global Spirits & Wine and Brown-Forman.

The guidelines also call for the inclusion of responsible drinking messages along with reference to dedicated responsible drinking websites and the application of specific rules applying to downloadable items from brand sites.

‘Guidelines for Commercial Communications on the Internet, for Digital and Mobile Marketing’ will come into force by the end of June this year and form an integral part of the EFRD Common Standards for Commercial Communications.

A statement from the EFRD said: “The members of EFRD recognise that commercial communications on the Internet play an increasingly important role in the marketing mix for branded alcoholic beverages as a valuable and appropriate tool to reach out to consumers of legal drinking age.”

The new guidelines were drawn up following consultation with external EFRD stakeholders, including all participants of the Marketing Communications Task Force of the Alcohol and Health Forum of DG SANCO.

Elizabeth Crossick, EFRD chair, said: “I am delighted with the dynamic and open process within which these new standards were set and I hope that DG SANCO will consider the EFRD approach as a good example of best practice for the Alcohol & Health Forum.

“EFRD members are very satisfied with the consultation, the comments and suggestions received and are pleased to report that the vast majority has been taken on board.”

The Consultation Report, including the new guidelines, can be found at  www.efrd.org/efrdinaction/b01b.html.

Alan Lodge, 18.03.09