Commitment details

Information about the commitment

Submission number 1423224325938-1701
Submission date 2015-02-06 17:40:46
Owner of the commitment European Travel Retail Confederation (ETRC)
Title of the commitment Promotion of the ETRC Self-Regulatory Code of Conduct for the Sales of Alcohol Products in Duty Free and Travel Retail
Commitment summary ETRC fully supports the objective of the European Alcohol and Health Forum (EAHF) to reduce alcohol-related harm by promoting responsible retailing of alcohol products. To this end, ETRC tabled in 2012 its commitment to the EAHF by launching its first Self-Regulatory Code of Conduct for the Sale of Alcohol Products in Duty Free and Travel Retail (hereafter the Code) to set out best practices for the sale, promotion and marketing of alcohol for our unique retail channel.

The Code is designed to be consistent and complementary to other existing codes and policies, while reflecting the unique conditions of this distinct, transparent and highly regulated retail environment in particular where these conditions differ from those of the domestic market.

The Code seeks to address in a holistic manner, all the aspects of duty free and travel retail alcohol sales from commercial communications to labelling, staff training and conduct as well as sampling.

Capitalizing on the success of its previous commitment, during which ETRC actively promoted the adoption of the Code by the full spectrum of relevant industry players, ETRC will continue promoting with its members the implementation and compliance with the Code. Relevant members include direct members active in the retailing of alcohol, e.g. retailers and alcohol producers. ETRC National Associations are also encouraged to endorse the Code and promote it with their own members.
Link to further information relating to the commitment Please see the ETRC website at:

http://etrc.org/downloads/1343284200-Code-Of-Conduct.pdf

http://etrc.org/Current-Issues/Alcohol-retailing.html
Forum members, associated with the commitment
Information about Forum members co-owning the commitment

Contact Point

Contact name Keith Spinks
Organisation European Travel Retail Confederation
Title/Position Secretary General ETRC
Address
Rue de la Science 41
1040 Brussels
Belgium
Tel 0032 2234 6860
Fax
Email keith.spinks@etrc.org
If the commitment is implemented in more than one Member State indicate for each country the name of the national contact point
  • [Other] The ETRC Self-Regulatory Code of Conduct for the Sales of Alcohol Products in Duty Free and Travel Retail is implemented across all Member States, but is coordinated centrally from Brussels

Information about the commitment

Background to the commitment (if any) ETRC was admitted as a member of the EAHF in October 2011.

In January 2012, ETRC launched the ETRC Self-Regulatory Code of Conduct for the Sales of Alcohol Products in Duty Free and Travel Retail. In doing so, ETRC has demonstrated its commitment to concrete action as an active member of the Forum.

After this initial phase during which ETRC actively promoted the adoption of the Code by relevant members, ETRC believes the implementation and compliance with the Code is still an extremely relevant commitment to contribute to the objectives of the EAHF.

ETRC has therefore decided to extend its commitment to the EAHF through the continued promotion of the Code as well as securing follow-up on adoption of the Code.
Priority areas
  • Better cooperation / actions on responsible commercial communication and sales
Start date Jan-2015
End date Dec-2016
Member states
  • Other
Type of commitment activities (principal) Commercial communication
Type of commitment activities (secondary) Other : DISSEMINATION / RESPONSIBLE RETAILING

Information on monitoring

Objectives ETRC will work to implement observation of the Code throughout its member companies via these methods:

Specific: The Code is being promoted to all corporate members involved with the retailing of alcohol products, who are asked to return a signed copy.Promotion will be mainly achieved through the ETRC Website, Weekly Newsletter, information in trade media, ETRC Alcohol Retailing related meetings, individual meetings&at the Annual ETRC Business Forum. Adoption of the Code is actively followed up by ETRC

Measurable: The Code is being promoted to all corporate members involved with the retailing of alcohol products, who are asked to return a signed copy.An online version of the Code is made available to our members at all times on the ETRC website. Members are urged to communicate the Code to their staff (via distribution of copies or other internal communication channels including staff training sessions)&to contact ETRC if any issues arise regarding the content/implementation of the Code.

Achievable: ETRC will endeavour to ensure observation of the Code throughout its members companies. All signatory companies will confirm to ETRC that they are in full compliance with the Code on an annual basis. In the event of a complaint about or observation of non-compliance by a signatory company, ETRC will take necessary steps to investigate&to seek to rectify the problem with the companies concerned.

Realistic: ETRC's focus will be on the effective promotion of the Code amongst all signatories and on the implementation of the Code.

Time Bound:To be accomplished by 31 December 2016
Relevance (i.e. how will the commitment contribute to achieving the aim of the Forum ?) By promoting and securing compliance with the Code to its members, ETRC establishes best practices for the responsible and ethical behaviour of all relevant business operators in the European duty free and travel retail channel.

The Code offers guidelines for responsible Commercial Communications, for Sales, Point of Sale Sampling and Tasting of alcohol products in Duty Free and Travel Retail, therefore addressing all aspects of interaction with the customers.

ETRC also contributes to raising awareness of the existence of the EAHF to its members and in the trade media and disseminating information on the work of all stakeholders and policy-makers to reduce alcohol-related harm.

ETRC believes that the Code specifically contributes to the aim of the EAHF by promoting responsible retailing of alcohol to adults, as the fact that customers are of legal age to purchase alcohol products is ensured by the need for passengers to present their boarding passes before every purchase.

Input indicators

Number of people involved Between 3 and 5 people depending on activity
Time spent (Man/hours) To be defined
Cost (please indicate in €) To be defined
Other N/A

Information on monitoring

Number of people reached 13 Corporate Members,12 National/Regional/Corporate Associations
Number of people in the target group reached N/A
Number of participants in different activities N/A
Web site visitors N/A
Number of products N/A
Number of pamphlets/adverts N/A
Established number of contacts N/A
Other N/A

Outcome and impact

Short term Renew outreach to ensure full awareness & adoption of the Code.
Medium Term Continued promotion of Code & monitoring of compliance of Code.
Long Term Review & assessment of the Code following monitoring of compliance.

Evaluation details

Tool use
  • Internal evaluators
Type of methodology
  • Questionnaire

Details about the monitoring report

Title of the commitment
Promotion of the ETRC Self-Regulatory Code of Conduct for the Sales of Alcohol Products in Duty Free and Travel Retail
Name of the Forum member organisation owning the commitment
European Travel Retail Confederation (ETRC)
Name of the Forum member organisation owning the commitment
European Travel Retail Confederation (ETRC)
Is this a report for an ongoing commitment or a final report?
INTERMEDIATE
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)?
This report covers the period 1st April 2015 31st January 2016
Point of contact for the commitment (the person authorised by the organisation owning the commitment who can be contacted for information about the commitment):
Spinks Keith - European Travel Retail Confederation (ETRC)
41, Rue de la Science
1040 Brussels
Belgium
0032 2234 6860

keith.spinks@etrc.org
Commitment summary (based on summary given in original commitment form):
ETRC fully supports the objective of the European Alcohol and Health Forum (EAHF) to reduce alcohol-related harm by promoting responsible retailing of alcohol products. To this end, ETRC tabled in 2012 its commitment to the EAHF by launching its first Self-Regulatory Code of Conduct for the Sale of Alcohol Products in Duty Free and Travel Retail (hereafter the Code) to set out best practices for the sale, promotion and marketing of alcohol for our unique retail channel.
The Code is designed to be consistent and complementary to other existing codes and policies, while reflecting the unique conditions of this distinct, transparent and highly regulated retail environment in particular where these conditions differ from those of the domestic market.
The Code seeks to address in a holistic manner, all the aspects of duty free and travel retail alcohol sales from commercial communications to labelling, staff training and conduct as well as sampling.
Capitalizing on the success of its previous commitment, during which ETRC actively promoted the adoption of the Code by the full spectrum of relevant industry players, ETRC will continue promoting with its members the implementation and compliance with the Code. Relevant members include those active in the retailing of alcohol, e.g. retailers and alcohol producers. ETRC National Associations are also encouraged to endorse the Code and promote it with their own members.
Web site/s relating to the commitment
Please see the ETRC website at:

http://etrc.org/downloads/1343284200-Code-Of-Conduct.pdf

http://etrc.org/Current-Issues/Alcohol-retailing.html
Description of the implementation of the commitment
A first for the industry, ETRC developed its Self-regulatory Code of Conduct for the Sales of Alcohol Products in Duty-Free and Travel Retail in 2012. Since the adoption of the Code, ETRC submitted a new commitment in March 2015 in relation to activities to continue to promote the Code and ensure its compliance among all ETRC members.

One of the major achievements in the interim period has been to engage and communicate with ETRC members involved in the production or retailing of alcohol products in order to seek their signature to the Code.

Education has been key to this process, in explaining what was expected from our members in order to be compliant with the Code. ETRC uses all relevant fora to promote the Code and its provisions, including at the Annual ETRC Business Forum, meetings of the ETRC Supervisory Board, AGM meetings and meetings of the ETRC Alcohol Working Group which meets at least four times a year. In particular, one of the set objectives of the Alcohol Working Group is to establish a forward plan to support and promote the ETRC Code of Conduct and develop a process for reviewing and updating the code as necessary.

ETRC continues to provide advice on the implementation of the Code, from commercial communications and in-store promotions, to staff training initiatives and rules for sampling and testing of products. Members have also been advised to contact the ETRC Secretariat should any questions or queries arise.

ETRC members are continuously urged to communicate the Code to their staff (via distribution of copies or other internal communication channels, up to each retailer).

As a result of ETRC promotional activities, the Code has been adopted by all ETRC Corporate members except one alcohol brand. Efforts continue to ensure adherence among all ETRC members.
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?
ETRC continues its work to implement adherence of the Code throughout its member companies via these methods:

Specific: The Code is being promoted to all corporate members involved with the retailing of alcohol products, most of whom have returned a signed copy. Promotion is undertaken mainly through the ETRC Website, Weekly Newsletter, information in trade media, ETRC Alcohol Retailing related meetings, individual meetings & at the Annual ETRC Business Forum. Adoption of the Code is actively followed up by ETRC.

Measurable: The Code is being promoted to all corporate members involved with the retailing of alcohol products, An online version of the Code is made available to our members at all times on the ETRC website. Members are urged to communicate the Code to relevant staff (via distribution of copies or other internal communication channels including staff training sessions)&to contact ETRC if any issues arise regarding the content/implementation of the Code.

Achievable: ETRC endeavours to ensure observation of the Code throughout its member companies. All signatory companies will confirm to ETRC that they are in full compliance with the Code on an annual basis. In the event of a complaint about or observation of non-compliance by a signatory company, ETRC will take necessary steps to investigate &to seek to rectify the problem with the companies concerned.

Realistic: ETRC's focus will be on the effective promotion of the Code amongst all signatories and on the implementation of the Code.

Time Bound:To be accomplished by 31 December 2016.
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)
By promoting and securing compliance with the Code to its members, ETRC establishes best practices for the responsible retailing of alcohol by all relevant business operators in the European duty free and travel retail channel.

The Code offers guidelines for responsible Commercial Communications, for Sales, Point of Sale Sampling and Tasting of alcohol products in Duty Free and Travel Retail, therefore addressing all aspects of interaction with customers.

ETRC also contributes to raising awareness of the existence of the EAHF to its members through internal communications and the trade media and disseminating information on the work of all stakeholders and policy-makers to reduce alcohol-related harm.

ETRC believes that the Code specifically contributes to the aim of the EAHF by promoting responsible retailing of alcohol to adults, as the fact that customers are of legal age to purchase alcohol products is ensured by the need for passengers to present their boarding passes before every purchase.
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)
ETRC dedicates a team of three people to fulfil the objectives of the commitment at various points in the process. This includes communicating, promoting and ensuring compliance with the Code,in addition to organisational and reporting activities at the ETRC Alcohol Working Group and other external events such as the Annual ETRC Business Forum.

It must be noted that the three persons are not working full-time on the implementation of the commitment. The time dedicated to the implementation of the commitment varies on a monthly basis,and may include between 10% and 20% of their time.

Upon the submission of the new commitment in March 2015, ETRC drafted and published a press release highlighting the objectives of the commitment. This was considered important in terms of publically acknowledging the renewed ETRC commitment and ensuring its promotion through the global trade media.

The ETRC Alcohol Working Group also supports the realisation of the commitment to the Forum. At the Alcohol WG meetings in April,October and December 2015, which brings together alcohol suppliers and retailers in the duty-free and travel retail market, ETRC discussed the effective implementation of the Code.

The ETRC Weekly News which features information on the responsible retailing of alcohol and the ethos of the Code also serves as a reminder to members.

Finally, a substantial part of the ETRCs annual Business Forum on 28th January was dedicated to responsible industry policy towards alcohol. The opportunity was utilised to outline, discuss and promote all ETRC activities in relation to its commitment.
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)
ETRC made contact with all corporate members, both brands and retailers, informing them of the renewed EAHF commitment in March 2015. The need for the responsible sale, promotion, marketing and advertising of alcohol products was emphasised.

The press release highlighting the renewed commitment was widely reported in the trade media and featured in a number of online publications including DFNI, Moodie Report, Frontier Magazine, Duty Free News International and TR Business. This increased awareness of the ETRC commitment among members, national and regional federations and the industry generally.

As a result of the frequent efforts to promote the Code, including discussions at the ETRC Annual Business Forum and meetings of the Alcohol Working Group, the Code has been adopted by all ETRC members except one alcohol brand. Efforts continue to ensure adherence by all ETRC members.

With the resources allocated to the commitment and events organised, ETRC have succeeded in creating strong awareness of the Code with all Corporate Members, as well as national and regional associations.
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
In the short term, ETRC managed to establish awareness and understanding of the ETRC Code of Conduct among corporate, national and regional members. This involved communication and explanation of the ethos of the Code to members, in addition to effective dissemination.

Part of the exercise was to showcase the launch of the Code to the duty-free and travel industry at large, using trade media. ETRC also used the Code to explain to the industry the benefits of self-regulation for both the industry and consumers.

This initiative was a first for an umbrella industry trade association actively promoting responsible retailing in the duty-free and travel retail channel in Europe, and ETRC received very positive feedback from members with regards to this proactive initiative.
Medium term
In the medium term, ETRC secured the commitment of all relevant ETRC corporate members, except one alcohol brand, to the Code of Conduct. ETRC is working closely with this member to secure their signature.

This achievement allowed the duty-free and travel retail industry in Europe to adopt a harmonised approach when addressing the issue of responsible retailing of alcohol in our retail channel.

For some of our members, the Code constitutes an annex to the commercial relationship they have with their business partners, therefore ensuring an even broader dissemination of the Code.

ETRC also decided early 2014 to establish an internal Alcohol Working Group which as part of its role was to create a platform where retailers and suppliers can exchange best practises on the implementation of the principles of the Code.

This should also have a longer term effect as it will provide for more cooperation by all the parties concerned in the retailing of alcohol products throughout the duty-free and travel retail channel, therefore placing responsible retailing as one of the priorities of our members.
Long term
It is not possible for ETRC to evaluate the effects of our commitment on the reduction of alcohol-related harm in the long term. Our commitment takes place at industry level, and in most cases, the products purchased by the customers are not for immediate consumption but for export (except for tastings and samplings).

However, alcohol marketing in travel retail focuses greatly on the significant presence of premium and super-premium liquor products, as well as new products and packaging and special editions (Travel Retail Exclusives), often intended for gifting and not necessarily for consumption by the purchaser. The emphasis is therefore on the responsible retailing of alcohol.

ETRC continues to promote the Code to all members with a view to ensuring maximum full compliance. In the event of a complaint about or observation of non-compliance by a signatory company, ETRC will take necessary measures to investigate and seek to rectify the problem with the companies concerned.

This commitment will ensure a minimum industry standard governing the responsible sale, promotion and marketing of alcohol products in the duty-free and travel retail sector. The Code may be updated if experience shows that it can be improved to better promote responsible retailing of alcohol. So far, no breach of the Code has been identified or reported to ETRC.
Other
The ETRC Code of Conduct was drafted with a long-term vision in mind. Therefore, the Code will outlast the time-frame of the EAHF commitment. Given that there is no definitive end to the commitment, it is therefore difficult to define precisely the timely impact of the Code in terms of short/medium/long terms.

The setting of objectives, implementation and evaluation of the commitment has provided valuable experience as well as lessons learned. These experiences are taken into account in the ongoing promotion and reporting of the Code both internally and externally.

ETRC has confirmed its commitment for action with the Forum for the next two years by further promoting the adoption and compliance with the Code, and will look at updating it if needs be.
Evaluation details (tools and methods used, internal or external evaluators...)
The evaluation of the promotion of the Code of Conduct has been conducted by a thorough internal process with the active involvement of ETRC members. Firstly, ETRC continues to gather information and experiences from those members that have adopted the code of conduct. ETRC utilises this information to review ETRC strategy to ensure maximum commitment to the Code by corporate and national members.

This process generates new information and lessons learned, which then influences the organisations' approach and strategy. The process was formulated to ensure that ETRC benefited from the experiences of our members who have implemented the code of conduct.

In order to optimize the promotion of the Code, ETRC regularly reported and discussed the results with its Managing Board. Furthermore, ETRC used the resources of a public affairs consultancy to act as an external evaluator.
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.)
Dissemination (How were the results of the commitment disseminated?)
The new ETRC EAHF commitment on the promotion of the Code of Conduct was publically announced through a press release which was reported on by the major duty-free travel retail press publications.

The Managing Board and Supervisory Board of ETRC receive a full update on the status of the Code and of its commitment to the Forum at each quarterly meeting.

All ETRC members are being kept regularly informed of the status of the Code through ETRC Newsletters and weekly reports.
At each meeting, the ETRC Alcohol Working Group discusses promotion of the Code among industry members and shares experiences and lessons learned.

ETRC also communicates to its members the outcomes of the plenary meetings of the Forum, ensuring that our members remain aware of the overall objectives of the Forum.

Finally, ETRC published a press release to announce the renewal of our commitment to the Forum by capitalising on the initial success of the first commitment and by further progressing the advancement of the Code to the duty-free and travel retail industry.
References to further information relating to the monitoring of the commitment
http://www.moodiereport.com/document.php?doc_id=43091

http://www.dfnionline.com/latest-news/retail/etrc-renews-european-alcohol-health-forum-membership-31-03-2015/

http://www.frontiermagazine.co.uk/article/travel-retail/etrc-confirms-commitment-european-alcohol-health-forum/

http://www.dutyfreemagazine.ca/gulf-africa/industry-news/industry-news/2015/04/02/etrc-renews-commitment-to-european-alcohol-and-health-forum/#.VR6zyvmUfh4

http://www.trbusiness.com/regional-news/international/etrc-behind-european-alcohol-and-health-reform/75336
http://etrc.org/current-issues/alcohol-retailing.html

http://www.etrc.org/uploaded/downloads/press-release-etrc-renewed-commitment-to-eahf-march-2015-final.pdf