2. RESPONSIBLE CONSUMPTION
a. The Responsible Drinking Message
Principle
Alcohol beverage digital marketing communications and/or alcohol
beverage company-controlled digital platforms should include a clearly
visible Responsible Drinking Message (RDM) which explicitly advocates
responsible drinking.
Implementation
Wherever applicable, the RDM should be placed on the landing page.
Alcohol beverage marketing communications may include a visible
responsibility tab as an alternative or in addition to the RDM
(e.g., on social media pages).
b. User Generated Content (UGC)
Principle
User Generated Content (UGC) posted on alcohol beverage
company-controlled digital platforms should be moderated on a regular
and frequent basis so as to comply with the Guiding Principles.6
Implementation
Alcohol beverage companies’ marketing codes of practice should
include a statement indicating the frequency with which they monitor
UGC on their company-controlled digital platforms.
Wherever they allow UGC, alcohol beverage company-controlled
digital platforms should include community guidelines stating their
UGC policy, which can be included in the above mentioned
responsibility tab.
6
10
See appendix for the Guiding Principles.