Ensuring responsible marketing communications for alcohol beverages has been a long standing priority for EASA’s self-regulatory network. 

While rejecting suggestions of a causal link between advertising for alcohol drinks and alcohol-related social problems, the alcohol beverage industry recognises the need for social responsibility in the sphere of commercial communications.

As with all advertising, regardless of sector, commercial communications by the alcohol beverage industry should be legal, decent, honest and truthful and conform to accepted principles of fair competition and good business practice, prepared with a due sense of social responsibility and based on principles of fairness and good faith.

Alcohol advertisements should also not encourage excessive or irresponsible consumption, present abstinence or moderation in a negative way, or suggest any link with violent, aggressive, dangerous or antisocial behaviour.

The protection of minors is another fundamental pillar of advertising self-regulation and ads for alcoholic drinks should not be aimed at minors, should not show minors consuming alcoholic beverages, and should not be placed in media or events where a majority of the audience is known to be underage.

Further Information

  • EASA has worked closely with its members (both self-regulatory organisations and ad industry associations) to develop effective self-regulatory rules and ensure responsible commercial communication in this field;
  • EASA has worked with the European Alcohol and Health Forum, a platform of stakeholders at EU level who pledge to actively reduce alcohol-related harm;
  • EASA endorses the advertising principles of the International Alliance for Responsible Drinking (IARD) and has worked with the Brewers of EuropeWine In Moderation and spiritsEUROPE to ensure high ad standards in the alcohol industry across Europe;
  • EASA has coordinated several monitoring exercises with the self-regulatory organisations in its membership to check the compliance of advertisements belonging to different members of the alcohol beverage industry. These exercises are crucial to the development of advertising practice and a useful training exercise for all the participants in the self-regulatory process.