In 2014, the Responsible Marketing Pact was launched to reduce minors’ exposure to alcohol marketing, limit the appeal of alcohol marketing to minors, and ensure the online environment is free from alcohol marketing to minors.
The RMP, signed by Europe’s seven biggest alcoholic beverage producers – AB InBev, Bacardi, Brown-Forman, Carlsberg, Diageo, Heineken, and Pernod Ricard – is the most advanced responsible alcohol marketing standard globally.
