CONTROL
Alcohol beverage companies have control when:
• they are the authors of the content, or
• such content is produced and authorized for use on their
behalf and they control the platform on which such content is
placed, or
• they are not the authors of the content (e.g. UGC) but they
control the platform on which such content is placed.
As a consequence, User Generated Content placed on third party platforms
which is neither owned nor controlled by an alcohol beverage
company does not fall under the control of alcohol beverage companies.
As such, it is not covered in the Digital Guiding Principles’ scope.
LEGAL PURCHASE AGE (LPA)
The Legal Purchase Age is the minimum age required to buy alcohol.
It is locally defined and varies across countries. Should no local LPA
exist, or should a breakdown of the respective local LPA not be available,
18 years old should be used as a fallback.
USER GENERATED CONTENT (UGC)
All content – including text, videos, and images – produced by individual
users not associated with the advertiser.
FORWARDABLE CONTENT
All branded digital content – including static, streaming, and
downloadable – which can be forwarded and shared by a user to/with
other users.
RESPONSIBLE DRINKING MESSAGE (RDM)
Message featured in alcohol beverage marketing communications
advocating responsible drinking. Its content and design may vary from
one alcohol beverage company to another.
PERSONAL DATA
Any information relating to an identified or identifiable individual
(data subject).2
LANDING PAGE
The landing page is any web page which serves as the entry point
for a website or a particular section of a website.
2
Definition extracted from the 2013 OECD Privacy Framework.
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