Commitment details

Information about the commitment

Submission number 1334570650538-1514
Submission date
  • 16-Apr-2012
Owner of the commitment World Federation of Advertisers (WFA)
Name of the organisation's representative in the forum Malte Lohan
Name of the affiliated Umbrella Organisation or Federation
Title of the commitment Responsible Marketing Pact: Driving the implementation of the 70/30 rule as a standard alcohol beverage industry advertising practice
Commitment summary Self-regulatory rules governing the placement of alcohol marketing communications, and thereby limiting undue exposure of minors to alcohol marketing communications, are currently in place across sectors and companies in the EU. A number of alcohol beverage companies and some national systems have adopted rules whereby alcohol beverage marketing communications may only be placed where the audience is reasonably expected to be composed of at least 70% of people above the legal purchase age. This rule is known as the “70/30 rule”. The rule is currently applied by parts of the industry and in some countries, but it is not a common baseline standard across Europe. It is furthermore not yet subject to independent oversight by national self-regulatory organisations (SROs).
This commitment aims to:
- Promote the integration of the 70/30 rule into national self-regulatory codes and systems.
- Enable enforcement of this rule by national SROs (members of the European Advertising Standards Alliance - EASA).
- Carry out, for the first time ever, cross-industry third-party monitoring of the application of this rule.
WFA and the individual company co-owners of this commitment will work closely with EASA and national SROs, relevant alcohol beverage sector associations, as well as other advertising and media industry partners.
Link to further information relating to the commitment
Forum members, associated with the commitment
  • Comité Européen des Entreprises Vin (CEEV)
  • European Association of Communication Agencies
  • European Forum for Responsible Drinking (EFRD)
Partners, associated to the commitment
  • European Advertising Standards Alliance (EASA)

Contact Point

Contact name Malte Lohan
Organisation World Federation of Advertisers
Title/Position
Address
Avenue Louise 166
1000 Brussels
Belgium
Tel +322 5025740
Fax
Email m.lohan@wfanet.org
If the commitment is implemented in more than one Member State indicate for each country the name of the national contact point

Information about the commitment

Background to the commitment (if any) Self-regulatory codes regarding minors address two main points: standards on the CONTENT of marketing communications that prohibit ads that primarily appeal to minors, and rules about PLACEMENT of marketing communications to ensure that ads only appear in media aimed primarily at the adult population. The latter limit the undue exposure of minors to these ads.
The "70-30" rule is currently applied by parts of the industry and in some countries, but it is not a common baseline standard across Europe. Neither is the 70/30 rule subject to independent oversight and enforcement by advertising SROs, or to cross-industry monitoring.
This means that the 70/30 rule can further develop its full capacity in terms of limiting the undue exposure of minors to alcohol marketing communications
Priority areas
  • Better cooperation / actions on responsible commercial communication and sales
Baseline As part of their commitment to responsible marketing, alcohol beverage sectors, through codes, guidelines and standards, are committed to not targeting their marketing communications at minors below the legal purchasing age. This implies taking account not just of the content but also of the placement of marketing communications. In recent years an increasing number of alcohol beverage companies have adopted the 70/30 rule, including through its integration into cross-industry and sectoral codes.
Start date May-2012
End date Dec-2014
Expected interim date
  • 31-May-2013
Final report date
  • 01-Feb-2015
Member states
  • Austria
  • Belgium
  • Bulgaria
  • Czech Republic
  • Germany
  • Greece
  • Spain
  • Spain
  • Finland
  • France
  • Hungary
  • Ireland
  • Italy
  • Lithuania
  • Netherlands
  • Netherlands
  • Portugal
  • Romania
  • Sweden
  • Slovenia
  • Slovak Republic
  • United Kingdom
Other concerned countries

Commercial communication

Target
  • Economic operators and SROs
Tool
  • self-regulation
Description

Consumer information

Target
Tool
Description The objective of this commitment is to ensure the further dissemination of the 70/30 rule - a recognised effective means of defining appropriate media placement and thereby reducing undue exposure of minors to alcohol beverage marketing communications. Working with EASA and national SROs, relevant alcohol beverage sector associations, as well as other advertising and media industry partners, WFA and the individual company co-owners of the commitment will promote as a common baseline standard the integration of what is today's corporate best practice into self-regulatory rules governing the whole industry. This will include introducing independent oversight and enforcement of this rule by self-regulatory organisations in the EU (EASA members) and, for the first time ever, third-party cross-industry monitoring of the application of this audience profiling rule.

Counseling

Target
Tool
Description

Education

Target
Tool
Description

Media

Target
Tool
Description

Youth involvment

Target
Tool
Description

Research

Area
Description

Treatment

Target
Description

Commitment activities in the following Member States

Commitment activities in the following Member States

Information on monitoring

Objectives The objective is to drive the integration into national self-regulatory systems of the 70/30 rule as a standard alcohol beverage industry advertising practice. For the first time-ever, WFA will conduct independent cross-industry monitoring of the application of the audience profiling rule. This will track uptake of the 70/30 rule across the industry.
Relevance (i.e. how will the commitment contribute to achieving the aim of the Forum ?) One of the key objectives of the Forum is the protection of underage people. The enlarged application of the 70/30 rule and the establishment of effective enforcement and monitoring mechanisms will reinforce the contribution that advertising self-regulation makes to this objective. By ensuring marketing communications are placed in media directed at adults, the undue exposure of minors to alcohol beverage advertising is limited.

Input indicators

Number of people involved 5
Time spent (Man/hours) 50 hours/month
Cost (please indicate in €) 80,000/year
Other Man hours to be devoted by commitment co-owners and associated forum members/partners

Information on monitoring

Number of people reached 22 SROs and respective national industry membership
Number of people in the target group reached
Number of participants in different activities
Web site visitors
Number of products
Number of pamphlets/adverts
Established number of contacts
Other - Increased number of national codes applying the 70/30 rule on media placement
- Common mandate and guidance to SROs for enforcement
- Publication of annual monitoring report

Outcome and impact

Short term
Medium Term
Long Term

Evaluation details

Tool use
  • External evaluators
Type of methodology

Details about the monitoring report

Title of the commitment
Responsible Marketing Pact: Driving the implementation of the 70/30 rule as a standard alcohol beverage industry advertising practice
Name of the Forum member organisation owning the commitment
World Federation of Advertisers (WFA)
Name of the Forum member organisation owning the commitment
World Federation of Advertisers (WFA)
Is this a report for an ongoing commitment or a final report?
FINAL
What is the time period covered by this report (in the case of a final report, the reporting period is the life span of the commitment)?
2012-2015
Point of contact for the commitment (the person authorised by the organisation owning the commitment who can be contacted for information about the commitment):
Paola de La Baume
Public Affairs Manager

World Federation of Advertisers
Avenue Louise 166
1050 Brussels Belgium
+32 2 5025740

p.delabaume@wfanet.org
Commitment summary (based on summary given in original commitment form):
Self-regulatory rules governing the placement of alcohol marketing communications to ensure these are placed only in media directed at adults are currently in place across different industries, sectors and companies in the EU. In fact, a number of alcohol beverage companies and some national self-regulation systems have adopted a specific rule whereby alcohol beverage marketing communications may only be placed in media where the audience is reasonably expected to be composed of at least 70% of people above the legal purchase age of alcohol (LPA). This rule is also known as the "70/30 rule".

However, if this rule exists, its implementation and its endorsement still vary across European markets, across media and across companies. As such, it is not yet a common baseline standard across Europe.

As one of the three commitments composing the Responsible Marketing Pact, this commitment on 'placement' therefore aims at reinforcing the consistency with which the 70/30 rule is endorsed and applied across the EU. More precisely, this first phase looked at achieving two key objectives:
- Promote a cross-sector endorsement (beer, wine and spirits companies together) of the 70/30 rule across the eight global leading alcohol producers, together representing approximately 60% of the EU alcohol ad-spend;
- Carry out, for the first time ever, a cross-sector third-party monitoring to assess the effective application of this rule.
Web site/s relating to the commitment
http://www.wfanet.org/en/advocacy/responsible-marketing-pact
Description of the implementation of the commitment
1. Implementation of the Responsible Marketing Pact
The Responsible Marketing Pact is the first ever cross-sector (i.e. beer, wine and spirits companies) alcohol advertising self-regulation program undertaken by the eight industry leaders at EU level (AB InBev, Bacardi, Brown-Forman, Carlsberg, Diageo, Heineken, Pernod Ricard and SABMiller).

The RMP aims at limiting the underage access to as well as the underage appeal of alcohol beverage marketing communications through a holistic approach looking simultaneously at the placement of alcohol ads, the content of alcohol ads as well as alcohol brands' communications in the four main social networks.
It was launched in April 2012, starting with an implementation phase at the end of which the eight RMP members have signed-off the official "action plan" implementing the three commitments ('placement', 'appeal' and 'social media').

After months of active collaboration with RMP members and partners (spiritsEurope, Brewers of Europe, CEEV, EASA, ESA) to agree on the substance of the RMP, we have now completed the last part of the implementation phase: the final RMP was officially signed-off in May 2014 by the eight RMP members.

The official date for the RMP's entry into force was 1st June 2014. RMP members then used a one year transition period to meet the new standards set out in the RMP.
As of 1st June 2015, when the RMP 'goes live', all eight RMP members will be held publicly accountable for complying with the new standards through annual monitoring exercises and public reporting.

2. Implementation of the commitment on 'placement' (70/30 rule)
As one of the three commitments composing the Responsible Marketing Pact, the following work was undertaken in the past years:
- The 70/30 rule was included as an official public commitment of the RMP;
- Common controls were set-up to ensure regular and independent assessment of its implementation;
- The 70/30 rule and its associated common controls were agreed by the eight RMP members;
- A first-ever monitoring exercise of the 70/30 rule was launched in Q2 2014, which tracked the application of the 70/30 rule on TV for the eight RMP members across 22 EU countries. This monitoring looked at all spots broadcast by RMP members between January and December 2013. Results are reported in the next section below.
Objectives (cf. sections 4-5 of the Monitoring Commitment in Annex II of the Forum Charter): in which way and to which extent have the objectives set out in the original commitment form been achieved in the reporting period?
Objective n 1: Promote a cross-sector endorsement of the 70/30 rule across the eight global leading alcohol producers, together representing approximately 60% of the EU alcohol ad-spend.
The commitment on 'placement', otherwise known as the 70/30 rule was officially signed-off by the eight RMP members (eight industry leaders) in May 2014. This marks the first time that this 70/30 rule, which sets a minimum standard for the responsible placement of alcohol ads as well as common controls to assess the implementation of this rule, was officially endorsed by the eight global leading alcohol producers at EU level; beer, wine and spirits companies all together. As a formal commitment of the Responsible Marketing Pact, the effective application of this 70/30 rule will be annually monitored (all media included) and monitoring results will be publicly shared with the Commission.

Objective n 2 - Carry out, for the first time ever, cross-industry third-party monitoring to assess the effective application of this rule.
In Q2 2014 was launched the first-ever cross-sector monitoring of the 70/30 rule aiming to assess the implementation of this rule by the eight RMP members, i.e. by the eight global leading alcohol producers (approx. 60% of the EU alcohol ad-spend). This monitoring covered RMP members' advertising spots on TV across a pool of 22 EU countries (all except Sweden & France where alcohol advertising on TV is not allowed and Malta, Luxembourg, Slovenia and Portugal where audience data were of too poor quality or unworkable). The contractor selected to run this study was Ebiquity, a well-known independent media-auditor based in the UK. Ebiquity has measured this commitment from the RMP by undertaking an analysis of how well these advertisers were performing against the RMP's stated aim of targeting and reaching audiences comprising at least 70% viewers who are over LPA (each country's own Legal Purchase Age of alcohol). They have assessed all spots broadcast by the eight RMP members between January and December 2013, using and correlating two main criteria:
- compliance at spot level (i.e. are RMP members' ad spots correctly placed in programs which audience is composed of more than 70% over-LPA individuals?);
- compliance at view level (i.e. were these programs that respect the 70/30 rule also the ones seen by a vast majority of the overall audience?);
Results show that:
- At spot level, 93.6% of all alcohol TV spots broadcast by the RMP members across all markets were compliant with the 70/30 rule;
- At view level, these compliant spots reached 98.2% of the overall audience. Compliant ad spots which did respect the 70/30 rule were therefore also the ones seen by a vast majority of audience.
Relevance (i.e. how did the commitment during the reporting period contribute to achieving the overall aims of the Forum - cf. section 3 of the Monitoring Commitment in Annex II of the Forum Charter)
One of the key objectives of the Forum is the protection of underage people. By establishing the 70/30 rule as the common baseline standard across industry leaders in the EU, the commitment helps to ensure marketing communications are placed only in media directed at adults.
Input indicators (resources allocated to the commitment ("What was done to put the objectives into practice?") - cf. section 5a of the Monitoring Commitment in Annex II of the Forum Charter)
2 days/week of one dedicated FTE
10 strategy meetings with RMP sponsor companies
Multiple meetings with national SROs and industry partners
3 face-to-face meetings of the Code Review Task Force of the International Chamber of Commerce and multiple conference-calls to develop the ICC Framework for Responsible Marketing Communications of Alcohol.
5 meetings and at least 2 weekly conference-calls with Ebiquity to develop, supervise and coordinate the compliance monitoring.
2 RMP members/WFA/Ebiquity conference-calls and one meeting when results were finally issued.
Output indicators (measure from a quantitative point of view the results created through the use of inputs ("What was achieved with the resources allocated to the commitment") - cf. section 5b of the Monitoring Commitment in Annex II of the Forum Charter)
- Code review and gap analysis
- Development of action plan for broader adoption and independent enforcement of 70/30 across Europe and across industry leaders
- Final version of ICC Framework for Responsible Marketing Communications of Alcohol
- Development of compliance monitoring methodology
- Launch, supervision and coordination of the ongoing monitoring exercise
- Dissemination to RMP members and overview of the monitoring results
- Publication of the results (through this form)
Outcome and impact indicators (how successful has the commitment been during the reporting period in relation to the original objectives - cf. section 6 of the Monitoring Commitment in Annex II of the Forum Charter. These indications go beyond the minimum agreed requirements to monitor a commitment, and it is expected that this type of evaluation will not be carried out for all commitments.)
Short term
The RMP has been officially presented to the Commission during the last plenary session of the EAHF on 6 November 2014. It will officially 'go live' on 1st June 2015, date as of which monitoring exercises on all three commitments will be annually run; results will be publicly shared with the Commission.
As of 1st June 2015, all eight RMP members will be officially held accountable to the European Commission for complying with the new RMP standards.
Medium term
- Training sessions and materials have been and will continue to be organised and shared to help ensure that the progressive adoption of the new RMP standards, including of the 70/30 rule, goes smoothly for all eight RMP members and their partners.
- The first-ever monitoring exercises on 'appeal' and 'social media' will be run so as to provide a clear assessment of the RMP's implementation, not only for the 70/30 rule but for all three inter-dependent commitments composing the RMP.
Long term
- The first monitoring exercise checked compliance with the 70/30 rule for TV advertising. Further monitoring exercises will check compliance in other media, including possibly digital advertising according to the technical feasibility and availability of third party independent audience data.
- In the meanwhile, we will work with RMP members and partners to facilitate the implementation of the placement rule (i.e. especially as to the availability of audience data).
- We will also continue our work with our partners to create broader consensus of the 70/30 rule.

- Beyond the 70/30 rule, RMP members and WFA will use their best efforts to try and expand the RMP's membership beyond the current members.
Other
Evaluation details (tools and methods used, internal or external evaluators...)
The monitoring of the 70/30 rule covered RMP members' advertising spots on TV across a pool of 22 EU countries (all except Sweden & France where alcohol advertising on TV is not allowed and Malta, Luxembourg, Slovenia and Portugal where audience data were of too poor quality or unworkable).

The contractor chosen to run this study was Ebiquity, a well-known independent media-auditor based in the UK. Ebiquity has measured this commitment from the RMP by undertaking an analysis of how well these advertisers were performing against the RMP's stated aim of targeting and reaching audiences comprising at least 70% viewers who are over LPA (each country's own Legal Purchase Age of alcohol).

They have assessed all spots broadcast by the eight RMP members between January and December 2013, using and correlating two main criteria:
- compliance at spot level (i.e. are RMP members' ad spots correctly placed in programs which audience is composed of more than 70% over-LPA individuals?);
- compliance at view level (i.e. were these programs that respect the 70/30 rule also the ones seen by a vast majority of the overall audience?);

Results show that:
- At spot level, 93.6% of all alcohol TV spots broadcast by the RMP members across all markets were compliant with the 70/30 rule;
- At view level, these compliant spots reached 98.2% of the overall audience. Compliant ad spots which did respect the 70/30 rule were therefore also the ones seen by a vast majority of audience.
Other comments related to monitoring the commitment (This section is to be used to add any other information which can be useful in terms of understanding issues relating to the monitoring of your commitment, such as, any major obstacles that have been encountered, sources of data used, etc. If the basic details of the commitment have been changed, this field is to be used to explain why and how they were changed.)
Several countries across the EU do not yet have any independent and structured data collection mechanism, or a syndicated body responsible for collecting audience data at national level. For this reason, several EU countries couldn't be included in the monitoring.
Dissemination (How were the results of the commitment disseminated?)
The results were shared with all RMP members and explained by conference-call. The results were shared with the Commission through this platform.
References to further information relating to the monitoring of the commitment
Attachments