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The Self-Regulation initiative of Global Actions on Harmful Drinking consists of three primary areas of activity relating to the marketing and advertising of beverage alcohol.

  • In markets where self-regulation structures do not yet exist—and other cultural and market conditions permit—we are working with local partners to develop and implement industry-specific responsible marketing codes.
  • In countries where self-regulation efforts are already underway but could benefit from further development or refinement, we are working with fellow stakeholders to ensure that cross-industry self-regulation systems operate effectively, reflect international standards of good practice, and are recognized publicly.
  • In order to provide guidance to all countries, ICAP, with expert input from the European Advertising Standards Alliance (EASA) and the World Federation of Advertisers (WFA) and self-regulatory organizations from around the world, has identified Guiding Principles for Responsible Beverage Alcohol Marketing. The Guiding Principles underscore the beverage alcohol industry’s commitment to supporting high standards and to ensure responsibility through effective self-regulation. The Principles are a tool for highlighting the underlying global values in responsible advertising and marketing practices across beverage alcohol industry sectors and forming a basis for developing new codes or assessing existing codes in diverse markets.

The countries of focus for the Self-Regulation initiative are Argentina, Brazil, the CARICOM region countries, China, India, Mexico, Nigeria, Philippines, Rwanda, Ukraine, and Vietnam. The stakeholders working together in this effort include European Advertising Standards Alliance (EASA), the World Federation of Advertisers (WFA), and the International Chamber of Commerce (ICC).


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