344 commitments

Submission number Informations Report Actions
1240992877164-920 The Brewers of Europe

AssoBirra (Italian Brewers and Malsters Trade Association) - "O bevi o guidi" (Either You Drink or You Drive)

The campaign "O bevi o guidi" (Either You Drink or You Drive) has been developed in a collaboration between UNASCA, the Association in Italy that best represents driving schools and automotive consulting firms, and the Associazione degli Industriali della Birra e del Malto (Italian Brewers and Malsters Trade Association), hereafter AssoBirra.
The initiative aims to contribute to road safety education and thereby to the reduction of risks related to the misuse and abuse of alcoholic beverages when driving. The campaign target is future drivers (especially young adults), and the message is "Don't drink if you must drive; if you have, let someone else take the wheel."
A 60-minute lesson on the risks related to the consumption of alcoholic beverages when driving has been prepared for the drivers" education classes of 3,000 driving schools.
3,000 informational kits, produced by AssoBirra under the direction and supervision of experts of UNASCA, have been prepared for the driving schools. The kit includes: brochures for driving schools; posters for learner drivers, to be put up in driving schools; CD-ROMs with the lesson booklet; and self-testing kits for measuring blood alcohol levels, to be given to newly licensed drivers by the driving schools in 11 pilot cities.
To present and promote the campaign there has been a presentation event, and there will be an ongoing press office activity and dedicated section on the web site www.beviresponsabile.it .
The campaign has been supported by the journal of UNASCA, "Il Tergicristallo", through two articles so far on the initiative and the risks related to the misuse and abuse of alcoholic beverages when driving.
The campaign has been included into the "Guadagnare Salute" ["Gaining Health"] interministerial program and has received the support of the Ministry of Youth.

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1240992696492-918 The Brewers of Europe

Association of Hungarian Brewers - Developing self-regulation of commercial communications

This commitment is a step towards the implementation of The Brewers of Europeâ¿¿s commitment entitled "Commercial communications for beer: The Brewers of Europe's 7 Operational Standards".
As part of the process of becoming compliant with the Operational Standards, and through the associations's integration into the operations of ÿnszabályozó Reklám Testület (ÿRT), the Hungarian self-regulatory organisation (SRO), the Association of Hungarian Brewers has placed a particular focus on the implementation of the following standards:
- Improved code compliance: Through greater and consistent use of the copy advice facilities offered by the SRO;
- Impartial judgements: By having complaints judged by the independent jury of the SRO;
- Fast procedures: Whereby, if a beer advertisement is found in breach of the brewers' code by the SRO jury, then the advertisement is immediately withdrawn and/or modified;
- Consumer awareness: The complaints procedure is facilitated by an online form on the SRO's website, and jury decisions will be communicated to the public;
- Self-monitoring: Carried out by the SRO.

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1238750244406-916 Institute of Alcohol Studies (IAS)

European Alcohol Data Map

A compilation of English language and trans-European surveys which include questions on alcohol consumption and related matters. The Data Map is intended as a resource for researchers interested in alcohol issues at EU level. It is hoped that the Data Map will also encourage further secondary analysis of available data.

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1238414445685-914 Moët Hennessy

Training programme on Responsible Consumption directed to General Practitioners

Development of a 3rd and last Interactive Medical Video (Vidéo Médicale Interactive VMI) the aim of which is to help the target (French General Practitioners) to thoroughly and as often as possible raise the issue of responsible consumption with all their patients, the youth in particular, and offer them avenues to change their behaviour.
It will contain practical examples, dialogues and role play.
It is the natural and expected complement of the 2008 AHF commitment about the creation and putting on-line of tools (2 VMI) raising GP awareness on alcohol issues, drinking recommendations, risks associated with excessive consumption etc...

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1238174792450-912 Diageo

Initiative 18+

The Initiative 18+ is a joint programme between Diageo and Real,- in Germany. It is the first joint initiative between a trade partner and a beverage alcohol company in Germany. The main purpose of the programme is to support better Legal Purchase Age (LPA) law enforcement in the trade, by strengthening the sales people through information and education. The project targets some 14 thousand sales people in 350 stores nationwide, with two different sets of activities: training of sales people and introduction of an LPA warning system at the check-out.

The objective of the e-learning is to educate the target group about existing legal guidelines on alcohol sales and engaging target group behind the fact that minors should not consume alcohol. The e-learning also contains case studies at the cashier and argumentation guidelines for cashiers in unpleasant situations.

It is a web-based training tool developed in cooperation with psychologists, Diageo, and advanced training experts from real,- and is a tailor-made concept for target group and their requirements. The duration of the e-learning is about 20 minutes, including a learning success test at the end. The results of the test are centrally and anonymously collected.

The e-learning will also be obligatory for all new employees that work at the cashiers, while those who have already completed the training, will have to do a refresher course.

The LPA-warning system at check-out has an objective of reminding employees to request an age verification when alcohol is purchased, and, by extension, discouraging minors wanting to buy alcoholic beverages. It has been developed by real,-‘s IT-department. The system accounts for different LPA‘s, 16 years for beer and wine, and 18 years for spirits. The system is based on a visual pointer not an audible warning, and works for all age-restricted products.

The sustainability of the initiative will be safeguarded by an independent and scientifically based evaluation by the Psychological Institute of the University Bonn.

The German federal drugs’ commissioner publicly endorsed the “Initiative 18+” e-learning and cashier warning system saying, that "this initiative strengthens the LPA enforcement through an intelligent combination of training and the check out warning system".

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1237571822760-910 Diageo


For Diageo, responsible drinking is at the heart of our business. The DRINKiQ programme sets out to engage our 23,000 employees in 180 markets worldwide about the choices they make about drinking or not drinking, and equip them with the tools and confidence to 'be the best' ambassadors for responsible enjoyment of alcohol.

The sessions are fun and stimulating, involving groups of around 20-30 people (typically) in two hours of discussion and information sharing, led by facilitators who encourage the conversation and don't 'tell' people how to behave. For us, responsible drinking is about personal knowledge and choice, not being prescriptive.

The contents of the session cover the role alcohol plays in society, why people drink and what factors influence our drinking choices, how alcohol is processed in the body and its short and long term effects. It discusses practical tips for responsible drinking and hosting and what is meant by a standard drink.

When the conversation is really happening, it engages our employees in thinking about things in a different way and what the choices might be for them around their drinking or not drinking. The conversation spreads wider to friends, families, colleagues and communities and is true to the objectives of DRINKiQ which is raising our collective drink intelligence.

In tandem with the programme, Diageo has also launched DRINKiQ.com - a global online resource designed to help combat alcohol misuse and promote responsible drinking through the sharing of best practice tools, information and initiatives from around the world for everyone concerned with drinking from parents concerned about their teenage children, to teachers, the police, campaigning organisations and policy makers. There are many resources and initiatives and DRINKiQ.com is the place that brings them all together. It contains resources and facts on responsible drinking as well as case studies from around the world. DRINKiQ.com was launched with our employees under a campaign aimed at reaching a million people with our responsible drinking messages - 'the power of a million voices'.

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1236939408267-902 European Cider and Fruit Wine Association (AICV)

Appreciating Cider, Perry and Fruit Wine Responsibly

To encourage the responsible consumption of cider, perry and fruit wines, by communicating more widely on the need to drink responsibly and what is meant by responsible drinking and what is risky drinking behaviour.
To create a tool kit for member companies to use to assist them with their social responsibility outreach.

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1233324873780-896 Association of European Cancer Leagues (ECL)

Collaborative Recommendations on Alcohol Consumption and Cancer Control

European citizens look to their national cancer leagues for reliable advice on cancer control, especially information on prevention and treatment. While some leagues have developed educational information on alcohol and cancer for their populations, many have not. This commitment aims to provide a platform for European cancer leagues to discuss and agree on general information and advice for Europeans regarding alcohol use and risks for cancer, in order to develop a set of recommendations which can be adapted by the cancer leagues. Alcohol and its link to cancer has been a neglected area of work in many leagues, although alcohol consumption is a primary risk factor for cancer in high-income countries, and a leading risk factor in low- and middle-income countries. (World Health Organization, 7/08)

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1232136241387-894 National Youth Council of Ireland (2007-2013)

Statutory Codes for Alcohol Advertising in Ireland

In line with the European Alcohol and Health Forum objective "to curb under-age drinking" NYCI will work to achieve statutory codes to regulate advertising and marketing of alcoholic products to children and young people.

International organisations such as the WHO have stated that "exposure to and enjoyment of alcohol advertising predicts heavier and more frequent drinking among young people". This is backed up by international and national research. Research commissioned by the Department of Health and Children (The impact of Alcohol Advertising on Teenagers in Ireland 2001, Dring and Hope) found that "during adolescence, young people want to enjoy life while they develop their social networks, build relationships and explore their own identity. The findings of this study suggest that alcohol advertising has a strong attraction for Irish teenagers as it portrays lifestyles and images which are part of their social setting."

Exposure of young people to alcohol advertising changes their beliefs and expectations about drinking and increases the likelihood of heavier drinking. Young people are particularly drawn to elements of music, characters, story and humour. Websites for promoting alcohol have also elements attractive to young people such as the possibility to play games and competitions, download sound/music items and photo-galleries. Alcohol sports sponsorship links masculinity, alcohol and sport and embeds alcohol products into the everyday life of the consumer. It reaches the target audience – young males who are the keenest sports fans and heaviest drinkers.

In a 2007 EU Barometer poll 74% of Irish people were found to be in favour of a ban on alcohol advertising directed at young people. In 2004 the Oireachtas (Parliamentary) Committee on Health and Children recommended a complete ban on alcohol advertising. The Government is committed to replacing the existing "voluntary" codes with statutory codes if the voluntary codes do not work. The Government has recently introduced legislation to regulate the advertising and marketing of junk food to children, so we believe the movement towards effective statutory regulation is gaining momentum.

NYCI will undertake research into the impact of alcohol advertising on young people. NYCI will undertake studies into how the existing "voluntary codes" are implemented and monitored. NYCI will raise this issue with the Government and Oireachtas (Parliament).

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1229613770777-890 Association of Television and Radio Sales Houses (Egta)

Compendium of regulations, self-regulatory standards and industry codes of conducts on audiovisual advertising of alcoholic beverages

Broadcast advertising for alcoholic beverages is already submitted to various regulatory limitations and must comply with many different self-regulatory standards and industry codes of conducts. These various safeguards complement each others at national level to ensure the highest level of responsibility on all broadcast advertising. On the basis of the ACT compendium and egta's six-year old database that list all these safeguards, both ACT and egta commit to put their resources together and update all the available information. In the meantime, the content of the compendium will be enriched to cover all industry codes of conducts and the scope of European countries covered will be extended thanks to the ACT- egta partnership. In turn, this exercise must provide advertising professionals with a comprehensive compendium of all existing safeguards across Europe and thus contribute to the sharing of best practices among broadcast advertising professionals.

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