EFRD publishes new 'Guidelines for Commercial Communications on the Internet, for Digital and Mobile Marketing

The European Forum for Responsible Drinking (EFRD) has published new ‘Guidelines for Commercial Communications on the Internet, for Digital and Mobile Marketing'. The new media guidelines are to be implemented by the EFRD membership by the end of June this year.

The new media Guidelines will cover brand and product promotion websites as well as web pages of EFRD member companies. The members of EFRD recognise that commercial communications on the Internet play an increasingly important role in the marketing mix for branded alcoholic beverages as a valuable and appropriate tool to reach out to consumers. Among the new guidelines are:

· The inclusion of age confirmation on accessing the site

· The inclusion of responsible drinking messages accompanied by reference to dedicated responsible drinking websites

· Specific guidance on how to apply the placement provision on 70/30-audience threshold for minors

· Specific rules applying to downloadable items from brand sites.

The Guidelines have been subject to a consultation with external stakeholders including all participants of the Marketing Communications Task Force of the Alcohol & Health Forum of DG SANCO.