The International Alliance for Responsible Drinking (IARD) has accelerated its plans to reduce harmful drinking – partnering leading global beer, wine and spirits producers with advertising, public relations, and influencer agencies to ensure alcohol marketing by social influencers is clearly recognised, responsibly advertised, and aimed at an audience over the legal purchase age.
Members of IARD’s Global Standards Coalition have grown to number over 100 major companies, since launching in 2023. The organisation has just released its new Standards in Action report, showcasing how industry leaders are driving innovative solutions to tackle harmful drinking globally.
The coalition aims to create a positive movement that drives global initiatives focusing on proactive measures to:
- Further prevent sales to those underage or intoxicated
- Prevent marketing and advertising to those underage
- Provide training and guidance that empowers staff to deny sale, service, and delivery of alcohol where necessary
- Respect the choices of those who choose not to drink alcohol
- Elevate industry standards to reduce the harmful use of alcohol
IARD CEO and president, Julian Braithwaite, said the organisation is proud to be leading the Global Standards Coalition and celebrate the historic milestone of 100 members.
“Together we are implementing practical measures with tangible impact. This is the UN’s whole-of-society approach in action,” said Braithwaite.
“Through expanding our partnerships we can accelerate success. We invite you to join us in our efforts to reduce trends in harmful drinking. Leveraging the resources, skills, and reach of our respective organizations at a national, regional, and global level, we can help deliver positive societal change.
“The GSC 100 marks a crucial step in our collective journey, and the Standards in Action report details the strides already made by industry leaders. Together we will keep moving forward and sustain momentum towards improved health outcomes globally,” he said.
As well as the pledge, the move to formalise safeguards for influencer marketing includes:
- A set of five specific safeguards that apply to any content involving influencers who work with the leading beer, wine, and spirits producers
- Tools and videos that support all alcohol brands and influencers to follow robust responsible marketing practices when creating content
- Clear commitments to market responsibly, including not making health claims, promoting illegal or excessive consumption, or positioning abstinence negatively
This work builds on ongoing actions by our industry to implement safeguards for alcohol advertising online, including the Digital Guiding Principles and partnerships with YouTube, Facebook, and Snapchat to improve age screening, enabling users to opt out of alcohol marketing, and allowing content creators to age-gate posts.
Alcohol Beverages Australia (ABA) CEO, Andrew Wilsmore said the new joint pledge demonstrates how industry remains dedicated to promoting its products in a responsible and transparent manner.
“The pledge complements existing requirements of Australian marketers set by the ABAC Responsible Alcohol Marketing Code, in particular a requirement to age restrict influencer marketing and guidance for influencer marketing included in the ABAC Digital Alcohol Marketing Best Practice Guide,” said Wilsmore.
“We strongly support the work undertaken by both ABAC and IARD and encourage our own Australian marketers within the industry to become acquainted with the standards and ensure any future engagement with influencers is compliant.”
