Recognizing that our efforts alone will not be sufficient, we commit to actively seek enforcement of government regulation of under-age purchase and consumption in all countries where we are commercially active and where a minimum purchase and/or consumption age has been set. In countries where no such limits exist, we will (either alone or with others who share this objective) encourage governments to introduce a minimum purchase age and to enforce it.
In addition, and in connection with the above, we will take other significant and important measures to help reduce the incidence of under-age drinking:
We commit to strengthening our work with other interested stakeholders, including NGOs and IGOs, to develop, promote and disseminate educational materials and programmes designed to prevent and reduce underage purchase and consumption, which either address young people themselves or those known to have a strong influence over their behaviour. This will include consulting experts on the development of best practice educational materials for use by parents, schools and community groups and in social media.