The alcohol industry and the extended alcohol value chain are guided by a self-regulatory Code of Commercial Communications to ensure that all forms of advertising and marketing communications are prepared with a due sense of social responsibility. The Code contains relevant guidelines regarding responsible and appropriate depiction of the advertising and marketing of alcohol products. All signatories to the Code have agreed to bind themselves to its rules, procedures and governance. Member organisations are encouraged to have their own internal self-regulatory structure and process to ensure compliance with the Code. This will support the industry’s commitment to self-regulation. It is important to note is that the ARB (Advertising Regulatory Board) has adopted the Aware.org Code of Commercial Communications.

The true spirit of the Code embodies a collective drive for the responsible use and consumption of alcohol and the portrayal and execution of all commercial communications to be “responsible for better.”