Responsible drinks marketing: shared rights and responsibilities: Report of an ICAP Expert Committee
International Journal of Wine Business Research
ISSN: 1751-1062
Article publication date: 28 August 2007
Abstract
Purpose
The purpose of this paper is to share – and provide context for – eight recommendations about responsible drinks marketing, which were developed by an Expert Committee led by the author in 2006. The International Center for Alcohol Policies (ICAP) and its sponsors have long recognized the importance of maintaining integrity and high standards in the marketing of beverage alcohol products.
Design/methodology/approach
An Expert Committee was convened from 30 May to 2 June, 2006, with participants who were selected from each region of the world, representing the perspectives of marketers, regulators, beverage alcohol producers, researchers and consumers. The result of their work together was a report entitled, Responsible Drinks Marketing: Shared Rights and Responsibilities, which included the eight recommendations presented in this article.
Findings
Recommendations focus on three distinct contexts: understanding perspectives on responsible drinks marketing; unifying principles for marketing worldwide; and best practice strategies for marketers.
Practical implications
Alcohol beverages have been an integral part of societies for thousands of years. While consumption patterns vary dramatically in different countries and societies, the marketing of beverage alcohol carries significant responsibilities.
Originality/value
Based on the agreed‐upon premise that adults who choose to drink should be free to enjoy alcohol beverages safely and responsibly, the author and Expert Committee drew upon resources that included United Nations Guidelines for Consumer Protection.
Keywords
Citation
Burkitt, H. (2007), "Responsible drinks marketing: shared rights and responsibilities: Report of an ICAP Expert Committee", International Journal of Wine Business Research, Vol. 19 No. 3, pp. 159-169. https://doi.org/10.1108/17511060710817203
Publisher
:Emerald Group Publishing Limited
Copyright © 2007, Emerald Group Publishing Limited