Marketing Code of Conduct PrinciplesPurpose of the Marketing Code of Conduct Principles
The purpose of the code is to promote self-compliance of alcohol marketing standards in Hong Kong. The code does not replace relevant Hong Kong laws or codes but represents a common basis for application by FReD members.
FReD recognizes that the responsible promotion of alcoholic beverages is in the interests of the industry and society as a whole. All alcoholic beverages should only be promoted in a socially responsible manner to adults who are over the age of 18 years, the legal drinking age in Hong Kong. This code applies to all forms of commercial communication by alcohol companies and the purpose of the code is to ensure alcoholic beverage sales and marketing communication are consistent with responsible drinking behavior.
The code represents a statement of principles. Each of the companies in FReD agree that they are working toward implementing the philosophy behind the principles.
FReD will set up implementation, monitoring and compliance mechanisms to maintain the standards set forth in the code.
- Marketing communications are defined herein as: “All brand advertising or marketing communications to consumers regardless of the medium used (e.g. print, broadcast media, labeling, packaging, internet, new technologies and sponsorship) and including consumer and trade promotion, merchandising and point of sale material.”
- Marketing communications do not include: “non-advertising materials or statements to the media, government agencies or the public about issues of societal concern such as the risks or benefits related to the consumption of Beverages and educational messages about responsible drinking or the role of alcohol in society.”
- Our marketing communications will comply with all applicable local laws, regulations and industry codes.
- All first-time visitors to a website carrying our marketing communications should be required to navigate an Age Affirmation Page (AAP). Access is blocked to any visitor below the legal drinking age.
- Our marketing communications will not be aimed at minors who are below the legal drinking age.
- Our marketing communications will only promote alcoholic beverages where at least 70 percent of the audience are reasonably expected to be adults of legal drinking age or older.
- Our marketing communications will not show minors consuming alcoholic beverages.
- Our marketing communications will only use models and actors who are at least of legal drinking age.
- Our marketing communications will not encourage excessive or irresponsible consumption, nor present abstinence or moderation in any negative way.
- Our marketing communications will not suggest that the consumption of alcoholic beverages is acceptable before or whilst driving any kind of vehicle.
- Our marketing communications will not suggest that the consumption of alcoholic beverages is acceptable before or whilst operating potentially dangerous machinery, or while undertaking any potentially hazardous recreational or work-related activity.
- Our marketing communications will not show pregnant women drinking or target women who are pregnant.
- Our marketing communications will not create any confusion as to the nature and strength of the alcoholic beverages.
- Our marketing communications will not claim that alcoholic beverages have therapeutic properties or that their consumption may help prevent, treat or cure any human disease or specific symptoms.
- Our marketing communications will not imply that alcohol consumption may enhance mental ability, physical performance, social success or acceptance, or sexual success or have an energizing effect.
- Our marketing communications will not suggest any association with violent, aggressive, illegal, dangerous or anti-social behavior.
- Our marketing communications will not suggest any association with, acceptance of, or allusion to drug culture or illicit drugs.
Date: March 2018
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