We commit to take independently verifiable measures (using reasonably available data) within the next 12 months so that print, electronic, broadcast and digital media in which we advertise our products have a minimum 70% adult audience.
We commit to develop during 2013 a set of global guiding principles for alcohol beverage marketing in digital media that will require the content of any online marketing to meet the same high standards that apply to our traditional marketing activities. With respect to digital ‘social media sites’, where we are engaged in direct interaction with consumers, we also commit to put in place, where possible, controls to limit under-age access and operate a consumer age affirmation mechanism. We will invite relevant social media providers to work with us to achieve this.
Over the next 5 years, we commit to take steps to enable non-industry participation where none already exists in self-regulatory processes that enforce code standards, and will undertake to abide by the decisions made.
We commit to include appropriate contractual language in our agreements with our advertising agencies, where practicable and legal, that will require them to abide by our responsible marketing and promotional codes for our products.