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One of the most focused areas of the self-regulation of advertising is the responsible communication of alcohol products. However, excessive alcohol consumption is a complex and multifold social issue, the advertising industry within its power intends to make its own contribution to the problem’s solution and prevention by responsible communication.

The European Alcohol and Health Forum examines the issue considering its complexity. Industry participants made several pledges of responsible advertising.


the members of EFRD (European Forum for Responsible Drinking), the European alcohol manufacturers prepared their own code, and its latest amendment includes digital communication as well.

the Brewers of Europe also extended its pledges to digital communication in 2012.

the responsibilities of the advertising industry in general are summarized in the rules regarding alcohol in the Hungarian Code of Advertising Ethics.


The compliance of the pledges is monitored by self-regulatory organizations. The compliance monitoring reports are available for download here.