Alcohol marketing training programme
Businesses invest huge amounts of time and resources in produc- ing effective advertising and marketing campaigns to raise aware- ness of their products and increase market share. However, as a responsible industry manufacturing a regulated product, the drinks industry is keenly aware that all our marketing activities must be appropriate and not, in any way, encourage irresponsible con- sumption or the misuse of our products. There is also strong pres- sure on Government to introduce restrictive legislation. While the drinks industry has long argued that any advertising ban is unjust and would be ineffective given the proliferation of for- eign broadcast, print and online media available in Ireland, we have recognised our responsibilities and developed a series of stringent co-regulatory codes to ensure we market our products appropriately.
The codes that have been agreed with Government cover all aspects of alcohol marketing, advertising, communications and sponsorship. Since their introduction, their implementation has effectively eliminated complaints regarding alcohol advertising and the body established to monitor the codes (the AMCMB) reported last July that the industry had achieved ‘overall compliance’. But we cannot be complacent. There is an onus to ensure that all those who work in the area of alcohol marketing are fully aware of what they can and cannot do in regard to drinks advertising. Therefore, the Alcohol Beverage Federation of Ireland has devel- oped a one and a half-day training programme for alcohol adver- tisers and marketers to ensure they are fully familiar with these codes. The course includes workshops, question and answer sessions, and briefings by industry experts on implementing the codes.
The consequences of failing to apply these codes could be se-
vere for the drinks industry. Should these codes that we’ve taken a lot of time and effort to agree with Government not be imple- mented, we face the possibility of severe restrictions on our ability to advertise and market our products. It’s in the interests of indus- try and advertisers to make these codes work, and I’m calling on all those involved in the sector to participate in our code training programme.
Rosemary Garth, Director, ABFI
For more information, visit
www.abfi.ie or contact
info@abfi.ie for more details
Can your business afford to...
. . . spend time and money developing marketing communications, which later must be removed as they are contrary to the industry codes?
. . . have legislation imposed enforcing a complete ban or severe restrictions on alcohol advertising communications?
IF YOU ANSWERED NO TO THESE QUESTIONS, YOU CANNOT AFFORD TO MISS OUT ON THIS TRAINING OPPORTUNITY!
ABFI, in consultation with industry representatives, codes owners and other stakeholders, has developed a unique training programme to provide attendees
with: ■ In-depth knowledge of the codes of practice relating to alcohol marketing communications
■ Practical understanding of how to interpret the codes ■ Understanding of and belief in both the spirit and the letter of the codes
The training includes the following codes: ■ ASAI - Alcohol Advertising Content Codes ■ Advertising Placement and Sponsorship Codes ■ MEAS - Naming, Promotions, Packaging and Sampling Codes
■ Responsible Retailing of Alcohol in Ireland Code of Practice
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