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The responsible advertising and marketing
of beverage alcohol is an industry-wide priority. Responsible marketing
practices can support public health goals to reduce alcohol-related
harm and, marketing practices that encourage irresponsible consumption
of alcohol beverages are clearly unacceptable. Whilst there are
other initiatives that alcohol producers can undertake to address
such harms, self-regulation is one key component. It is in the interests
of all parties (government, industry, and consumers) to see to it
that it operates effectively.
Self-regulation is a process that provides agreed standards for
socially responsible advertising. It has gained ground internationally
because it can evolve quickly and flexibly in the areas where legal
procedures and principles are more static; it adapts easily to embrace
new social standards and new marketing trends; it is able to take
into account subtle differences in cultural and commercial practice
at every level; it operates in a way that is free and readily available
to consumers; and it engages the support and commitment of all stakeholders
because it respects consumers and recognizes that all companies
should operate on an equal basis.
We feel strongly that it is our collective responsibility to improve
the scope and the effectiveness of self-regulation through collaboration
with other stakeholders. Therefore, we dedicate ourselves to:
 Setting
'best practice' standards for responsible marketing on a country,
regional and global basis.
We will endeavor to achieve this goal through our own company compliance
processes as well as engaging other companies; through training
for our brand marketers and advertising agencies; by striving to
abide by the spirit of codes, not just the letter; and by striving
for 'continual improvement' in our efforts.
,
Working
together as companies and with other stakeholders, including governments,
we will attempt to establish place self-regulatory systems where
none exist and improve the effectiveness of those that do exist.
We will endeavor to achieve this goal through working with distribution
and retail communities, involving joint-venture partners, and promoting
the establishment of independent self-regulatory organizations.
Recognizing that there are differences in opinion on the issues
of alcohol advertising and self regulation, this conference focused
on the opportunities to bridge those differences by improving existing
self-regulation and expanding self regulation, principally in Asia.
The conference explored how the experience in self regulation gained
in other markets might be utilized in the context of each country's
own traditions, laws, tastes and commercial practices. The conference
has aimed to assist all stakeholders to in making a contribution
to the continual improvement of self-regulation through responsible
advertising and marketing practices.
We hope that all relevant stakeholders will share in our commitment
to this cause and that we can count on their support and efforts
to achieve these goals.
WORKSHOP SPONSORING ORGANIZATIONS:
International Center for Alcohol Policies (ICAP) was established
in 1995 to promote global public/private partnerships in the area
of alcohol policy, ICAP is a not-for-profit organization supported
by eleven major international beverage companies with a mission
of helping to reduce the abuse of alcohol worldwide and to promote
understanding of the role of alcohol in society through dialogue
and partnerships involving the beverage industry, the public health
community, and others interested in alcohol policy.
Brewers Association of Japan (BAJ) and Japan Spirits & Liquor
Makers Association (JSLMA) were both founded in 1953 and have
the status of a Specially Approved Non-Profit Organization in accordance
with, and under the terms of, the Liquor Industry Association Act.
The BAJ is composed of the five co-sponsoring companies: Asahi,
Kirin, Orion, Sapporo, and Suntory. The JSLMA is composed of 88
domestic companies producing western style spirits, such as whisky,
brandy, gin, vodka and rum and spirits-based liquors, as defined
by the Alcohol Tax Law.
The common objectives of the BAJ and JSLMA are:
-To ensure compliance with, and appropriate application of, the
Fair Competition Code.
-To carry out promotion activities on issues such as discouraging
underage drinking, moderate consumption of alcohol, and disposal
/ recycling of containers.
-To engage in technical activities such as funding and coordinating
research into materials, quality, food hygiene and environmental
concerns.
-To facilitate contact with overseas beverage alcohol companies
and related bodies.
-To act as a contact point for inquiries from consumers on beverage
alcohol.
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