A number of countries have self- or co-regulatory organizations that oversee the marketing activities of the alcohol industry. Although individual self-regulatory codes differ to meet national or regional market needs, they are often based on the Advertising and Marketing Communication Practice: Consolidated International Chamber of Commerce (ICC) Code and its basic principles that, "All marketing communication should be legal, decent, honest and truthful. All marketing communication should be prepared with a due sense of social and professional responsibility and should conform to the principles of fair competition, as generally accepted in business" (International Chamber of Commerce, n.d., p. 13).

Self-regulatory codes exist in a range of countries and within different regulatory frameworks and often represent a viable option to the imposition of restrictions. Industry self-regulation and government regulation are not mutually exclusive but can exist side by side.

The table attached lists main provisions of codes of responsible marketing on which there is broad consensus among industry members as represented by the industry associations. Producers in many countries observe these extra-company codes and, in many cases, have a statutory obligation to do so. In addition, ICAP sponsors have internal company codes whose detailed provisions go beyond the requirements listed in the table and include, for example, bans on associating drinking with illegal activity, negative portrayal of abstinence, and brand identification on products (such as clothing, toys, and games) for people below the legal drinking age. Website age verification is also a widely used provision.

For further information, please contact: info@icap.org.