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The European Forum for Responsible Drinking (EFRD) has launched a digital campaign to help marketers and agencies understand how codes of advertising should be applied to promote responsible marketing of alcohol brands.

The EFRD has created a website that aims to promote the updated common standards that it agreed on with the Distilled Spirits Council of the United States (DISCUS) last September (nma.co.uk 20 September 2011).

The website will act as a knowledge source but also as an online training tool, hosting information and instructions about how to apply the codes to both traditional and new digital marketing channels.

The site and training resources will be promoted online and via a training roadshow by the EFRD for producers and ad agencies.

The issue of keeping self regulatory framework up to date with the fast pace of digital was emphasised last year when Facebook’s Sponsored Stories ad format was investigated by the ASA.

The ad formats use information including user images within ad creative, which potentially breaks the ASA guideline to prevent people who look under age appearing in alcohol ad creative (nma.co.uk 8 July 2011).

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Published 13 February, 2012 by NMA Staff

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