Major alcoholic drinks producers have initiated a comprehensive program to fortify independent advertising self-regulatory schemes for alcohol beverages marketing by forming a set of common and strict norms for marketing across the European Union (EU).

Alcohol manufacturers, including AB InBev, Bacardi, Brown-Forman, Carlsberg, Diageo, Heineken, Pernod Ricard and SAB Miller, under the new advertising standard norms, will work with the World Federation of Advertisers (WFA), EU and national associations to concur and execute common standards for responsible advertising and marketing targeting adults of legal purchase age.

Marketing communications of companies under the new pact will be under external inspection through independent monitoring and public reporting.

The Responsible Marketing Pact restricts minors from inadvertently watching alcohol beverage marketing communications on social media.

The pact will place a common adult demographic standard for alcohol beverage marketing communications across all media, which will restrict undue exposure of minors to drinks advertisements.

The pact will ban any alcohol drinks marketing campaign that seems to be attractive to minors by ensuring that the content of ads appeals primarily to adults.

Accenture and national advertising self-regulatory organisations (SROs) across Europe will monitor and publicly report the adherence of guidelines.

The Responsible Marketing Pact has to fulfil the monitoring and reporting standards of the European Alcohol and Health Forum (EAHF).

The EAHF is a programme initiated by the European Strategy to support Member States in reducing alcohol-related incidents.

The pact will be under the scrutiny of European Commission and WFA will forward a first progress report on implementation and compliance with the agreed common standards by June 2013 and a final report will be submitted by February 2015.