Commitment details

Information about the commitment

Submission number 1429109922970-1714
Submission date 2015-05-05 14:46:03
Owner of the commitment Advertising Information Group (ZAW and WKÖ)
Title of the commitment Consistent application of the Code of Conduct of advertising for alcoholic beverages on social media
Commitment summary Infringements of self-regulatory provisions should be avoided before advertising offline and online has been published. Self-regulatory codes have evolved in recent years to reflect the development of digital media. Especially the application of the rules on social media still raise a number of challenges. By offering guidelines for the Code of Conduct on commercial communications for alcoholic beverages AIG (representing WKÖ and ZAW) wants to support the advertising industry to act in the sense of the Code. Therefore the organisation facilitate the protection of the public against unacceptable advertising behaviour and help companies from publishing irresponsible advertising.
Link to further information relating to the commitment
Forum members, associated with the commitment
Information about Forum members co-owning the commitment
  • Advertising Information Group (ZAW and WKÖ)

Contact Point

Contact name Julia Busse
Organisation Zentralverband der deutschen Werbewirtschaft ZAW e.V.
Title/Position Lawyer
Am Weidendamm 1 A
D-10117 Berlin
Tel +49 30 590099-700
Fax +49 30 590099-722
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) In addition to existing statutory regulation, advertisers, the media and advertising agencies themselves actively exercise responsibility for ensuring good standards in advertising. The aim is for the public to have a means of recourse in instances where print, screen, online or billboard advertisements prompt criticism but do not actually break the law. Self-regulatory rules have evolved in recent years to adjust to the development of new media, including social media. The SROs have also extended their remit, so that they are able to apply self-regulatory rules to all digital marketing communications. Given the rapid changes in this field, the practical application of the rules on social media still raise a number of challenges.
Priority areas
  • Better cooperation / actions on responsible commercial communication and sales
Start date May-2015
End date Apr-2017
Member states
  • Germany
Type of commitment activities (principal) Commercial communication
Type of commitment activities (secondary)

Information on monitoring

Objectives The guidelines shall contribute to highlight the unchanged industrie's attention on the importance of advertising self-regulation as well as safeguarding and improving self-regulation's acceptance. It will help the industry to advertise in a decent way and take into account the letter and the spirit of the alcohol advertising code especially when preparing commercial communication on social media.
Relevance (i.e. how will the commitment contribute to achieving the aim of the Forum ?) As a cornerstone for the implemention of the EU strategy to support member states in reducing alcohol-related harm (2006) the general aim of the European Alcohol and Health Forum is to provide a common platform for all interested stakeholders at EU level that pledge to step up actions relevant to reducing alcohol-related harm. Among the many projects proposed by Forum Members, this commitment will improve the awareness of the advertising industry of the need to comply with the self-regulatory standards on commercial communication for alcoholic beverages, with a specific focus on social media.

Input indicators

Number of people involved 3
Time spent (Man/hours) meetings with stakeholders / preparation work in office (3 people)
Cost (please indicate in €) app. 1.000 € p.a. (without labour cost)

Information on monitoring

Number of people reached It is intended to reach almost 100 decision makers.
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 It is intended to reach the alcohol industry + advertising agencies.

Outcome and impact

Short term Development of Guidelines
Medium Term Better compliance of the Code of Conduct
Long Term Awareness / No breaches

Evaluation details

Tool use
  • Internal evaluators
Type of methodology
  • Questionnaire

There is no report yet for this commitment