Global ad agencies partner IARD for global initiative on alcohol advertising
World’s leading advertising agencies including McCann, Publicis, and Dentsu have joined forces with the International Alliance for Responsible Drinking (IARD) to abide by new standards aimed at stopping children from seeing alcoholic advertising by influencers.
The joint pledge recognises the importance of transparency and gives clear guidance on how to market alcohol responsibly. The global initiative launched by IARD, will help ensure alcohol marketing by social influencers is clearly recognized, responsibly advertised, and aimed at an audience over the legal purchase age.
Albert Baladi, President and CEO of Beam Suntory and Chair of IARD CEO Group, said: “This partnership reflects the significant work that IARD members have already undertaken and the shared determination with the world’s leading advertising, public relations, and influencer agencies to do even more to prevent minors from seeing alcohol advertising online.
“These standards directly address some of the biggest concerns facing the marketing community right now. By offering more transparency and giving those at the heart of content creation the correct tools to safeguard their content, we are able to expand on the significant progress and marketing codes of practice already in place to ensure that these posts do not reach minors or encourage any kind of irresponsible consumption.”
IARD is a not-for-profit organization dedicated to reducing harmful drinking and promoting understanding of responsible drinking supported by the leading global beer, wine, and spirits producers including AB InBev, Diageo, Heineken, Molson Coors, Kirin, Carlsberg Group, Brown Forman, Asahi, Bacardi Limited, William Grant & Sons, Beam Suntory, and Pernod Richard. The online-retailers include Jumia, Drizzly, Endeavour Group, Glovo, Grab, Hip Bar, JD.com, Mercado Libre, Minibar Delivery, Reserve Bar, Uber Eats, and Retail Of Alcohol Standards Group.
Henry Ashworth, IARD President and CEO, said: “This is a world-first initiative in raising collective standards of responsibility across multiple digital channels, and we call on our partners in the alcohol, advertising, and influencer industries to join us in our ongoing work to ensure that alcohol marketing across all forms of media is responsible.
“This is a major step in preventing minors from seeing any alcohol marketing and IARD is proud to have united the world’s leading agencies to help raise global standards.”
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