The most recent meeting of the European Commission Alcohol and Health Forum saw the launch of a novel initiative called the ‘Responsible Marketing Pact’. The Pact aims to strengthen self-regulation in the alcohol industry by creating a common set of standards for the marketing of alcoholic beverages across the EU. The initiative is supported by a number of the major players in the alcohol industry, including Heineken, Diageo and Bacardi.

The presentation of the Pact follows calls from the European Commissioner for Health, John Dalli for increased regulation in the marketing of alcohol, particularly where it involves exposure to minors.

The initiative is based on three pillars for action:

• Social Media – Prevent minors from inadvertently seeing alcohol beverage marketing communications on social media
• Placement – Set a common adult demographic standard for alcohol beverage marketing communications across all media, thereby limiting undue exposure of minors to drinks
• Appeal – Prohibit any alcohol beverage marketing communications that might be particularly attractive to minors by ensuring that their content appeals primarily to adults

The Pact may also be seen as an attempt to assuage talks of banning alcohol sponsorship of large outdoor events outright in countries across Europe. Here in Ireland, the Minister for Primary Care Roisin Shortall has called for a ban on alcohol sponsorship of sporting events.

The Pact represents a commitment to the European Alcohol and Health Forum and is subject to its monitoring and reporting requirements, as well as the continuous oversight of the European Commission itself. The new initiative is not without its critics however, and some have argued the Pact contains little not already been established by various brewers and spirits organisations.

The first progress report on the implementation and compliance with the agreed common standards will be presented in mid-2013.

Contributed by Leo Moore.