Convenant Alcohol
There is growing attention around irresponsible and excessive alcohol consumption, particularly among young people, and rightfully so. Efforts to combat alcohol abuse are increasing from various angles.
Convenant Alcohol
The sector, alongside all stakeholders in the advertising ecosystem, has traditionally supported a self-regulatory framework that allows for quick responses to societal changes. However, the current context has highlighted the need for this self-regulation to regain credibility, and the previous agreement, dating back to 2013, was clearly due for an update.
The update to the Alcohol Advertising Covenant is an initiative by the Advertising Council, in consultation with Belgian Brewers, Vinum Et Spiritus, COMEOS, the Federation of Ho.Re.Ca Brussels, the Federation of Ho.Re.Ca Wallonia, and Horeca Flanders. All associations represented by the Advertising Council are committed to applying this together with the sector. These associations include AEA (posters), ACC (advertising agencies), BAM (technological representatives), Belgian News Media, La Presse, UBA (advertisers), UMA (media agencies), VIA (audiovisual media), and WeMedia (magazines).
The updated Covenant introduces several revised and new rules, organized into three categories, aimed at achieving the goals outlined above.
For a detailed explanation of the changes, a PowerPoint presentation with additional clarifications is available for download.
