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Industry in line with alcohol advertising regulations

12 November, 2009

Spirits brands websites are 93% compliant when it comes to alcohol advertising rules, according to a report.

An independent review published by the European Advertising Standards Alliance (EASA) found a 93% compliance level for 368 brand websites and no breaches of the code for pop-up ads and banners for the sprits producers in thirteen European countries. The European Forum for Responsible Drinking (EFRD) welcomes the report as further evidence of strong industry compliance with industry codes of practice.

The annual alcohol advertising monitoring report was first launched in 2005. The compliance monitoring exercise is carried out by national self-regulatory organisations under the umbrella of the European Advertising Standards Alliance; the work of the SROs is then reviewed by an independent expert panel. This year, the panel consisted of Jack Law (Alcohol Focus Scotland, the national charity for alcohol issues), Arnaud Houdmont, (Generation Europe, representing young people across Europe), and Albert Recasens (Confianza Online, delivering a quality Trustmark for public and private websites in Spain).

Internet pop-up ads, banners and websites of spirit drink brands are benchmarked against national legislation and also against the spirits industry’s self-regulation rules - EFRD Common Standards on Commercial Communications- also the EFRD Guidelines on New Media, which came into force in June this year.

Guillaume de Guitaut, chairman of EFRD said: “The high compliance rate shows that self-regulation of the European spirits industry continues to work, not only in the traditional media but also for advertising through the on-line media. In response to ongoing discussions about the effectiveness of self-regulation in the EU Alcohol and Health Forum, this report shows that industry continues to deliver on its advertising and monitoring commitments.”