Alcohol

 

Uploaded November 2018.

See individual countries for updates.

Select Sector

Alcohol

A. Overview

Sector

SECTION A OVERVIEW

 
 
NEWS / ISSUES
 
Advertising law year in review 2022. Kasznar Leonardos/ Lex. February 16, 2023
This review covers a number of adjudications in alcohol and alcohol-free advertising
 
INTERNATIONAL CONTEXT 

 

Advertisers/ agencies should be aware of the the WHO's Global Alcohol Action Plan 2022-2030 as it may have some impact on regulation. The board requested 'a technical report on the harmful use of alcohol related to cross-border alcohol marketing, advertising and promotional activities, including targeting youth and adolescents.' That report from May 2022 is here. The January 2022 draft action plan is here.

 

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SNAPSHOT
  • Alcohol advertising generally allowed; timing restrictions in broadcast
  • Warning messages to specific format in most advertising except short form
  • Outdoor advertising cannot include 'consumption appeal'
  • Three separate categories of alcoholic beverages within the Self-Regulatory Code 
  • Proactive Self-Regulatory Organisation CONAR do not wait for complaints 

 

 
CONTEXT AND SCOPE 
 
Brazil shares with a number of markets its basic regulatory structure of alcohol advertising regulation: a 'base' law that sets out the fundamentals and a well-established Self-Regulatory system. Federal law 9,294/1996 (PT / EN) provides the 'base' and CONAR (the National Council of Advertisement Self-Regulation) manages the Brazilian Code of Advertising Self-Regulation (PT / EN). From that document: 'This Code establishes a distinction between three categories of alcoholic beverages: those normally consumed during meals, therefore called table (beers and wines); other alcoholic beverages, whether fermented, distilled, rectified or obtained by mixing (usually served in doses); and the category of 'ices', 'coolers', 'pop alcohol', 'ready to drink', 'malternatives', and products similar to them. The ethical standards that follow complement the general recommendations of this Code and, obviously, do not exclude the fulfillment of the requirements contained in the specific legislation.' The rules for each category are very similar and are shown in full in the following Content section B, or see the linked document.
 
KEY EXTRACTS FROM THE LAW
 
An unusual aspect of the Brazilian regime is that an alcoholic beverage is defined under article 1 of Law 9.294 as those containing  greater than thirteen degrees Gay Lussac (essentially equivalent to ABV), hence the segments set out above under Self-Regulation. For those products of > 13 degrees, requirements from the law are that 'advertising of alcoholic beverages on radio and television stations will be allowed only between 9pm and 6am, may not be associated with sport, with the healthy performance of any activity, with the driving of  vehicles and with images or ideas of people's increased success or sexuality' (art.4). Article 3 § 2 requires that 'Advertising shall contain, in the media, and on the basis of its characteristics, a warning, both spoken and written whenever possible, about the harmful effects of  alcoholic beverages'. Specifics are from the Code of Self-Regulation, set out in brief immediately below and in full in our following content section B.
 
RESPONSIBILITY MESSAGING/ 'WARNING CLAUSES'
 
BEBA COM MODERAÇÃO
Drink with caution/ in moderation
A VENDA E O CONSUMO DE BEBIDA ALCOÓLICA SÃO PROIBIDOS PARA MENORES
Alcoholic beverages may not be sold to minors
ESTE PRODUTO É DESTINADO A ADULTOS
This product is intended for adults 
EVITE O CONSUMO EXCESSIVO DE ÁLCOOL
Avoid excessive consumption
NÃO EXAGERE NO CONSUMO
Don't overdo consumption
QUEM BEBE MENOS, SE DIVERTE MAIS
The less you drink the more fun you have 
SE FOR DIRIGIR NÃO BEBA
If you're driving, don't drink
SERVIR BEBIDA ALCOÓLICA A MENOR DE 18 É CRIME
Serving alcoholic beverages to minors under 18 is a crime 
 
 
  • The sentences above do not exclude others that may meet the purpose and are able to reflect social responsibility of advertising (from the Self-Regulatory Code, Resolution 3/08)
  • Warning messages must be 'written legibly and prominently, shall be used sequentially either simultaneously or on a rotating basis, and in the latter case varying at most every five months' (Art. 3, Law 9.294)
  • These messages apply to all alcoholic drink categories, except that in the case of beer the following applies: “Beer is an alcoholic beverage. Sale and consumption is prohibited to minors."
  • Requirements for layout/ size etc. by medium are set out under individual headers under Channel Section C, or assembled here
  • Exceptions are here
 
 
KEY CHANNEL RULES 
 
  • The law (Art. 4. Law 9.294) states 'commercial advertising of alcoholic beverages (as currently defined in 9.294, i.e. > 13 degrees) on television and radio stations will only be permitted between the hours of 8:00 p.m. and 6:00 a.m.' Note: 8pm is taken from the unoffocial translation; the law in the original Portuguese states 'vinte e uma' (21) horas
  • Article 5 of the same law states 'The announcements and characterizations of product sponsorship indicated in Arts. 2 Article 2 refers to tobacco products and 4 for events outside normal or routine programming by radio and TV stations can be made at any time, as long as they are only identified with the brand or slogan of the product, without recommending consumption. § 1. The restrictions in this article apply to static advertising existing in stadiums, competitive venues and similar places. § 2. Subject to the conditions in the heading, the announcements and characterizations of product sponsorship shall be free from the requirement of § 2, Article 3 of this Law (Warning messages; see exceptions above)
  • Outdoor advertising and similar. Defined here Definition Broadcast in outdoors, indoors, places of heavy circulation, screens and electronic panels, back and front lights, building panels, busdoors, in collective transportation vehicles, vehicles used for distribution of the product; pieces of urban furniture and similar, etc. Since they reach all ages without technical possibility of segmentation, whatever the communication means and the support used may be, shall be restricted to exhibition of the product, brand and/ or slogan, without consumption appeal, provided that the warning is included (Art. 6, all drinks categories, Brazilian Advertising Code)

  • Other channel rules, including formatting by medium for the Warning Messages, are shown in our following Channel Section C
 
 
ADJUDICATIONS/ DECISIONS
 
These can be found on Conar's website. There appears to be an active programme, a feature of which is Conar's 'own initiative' on a relatively high proportion of cases, and no shortage of decisions against alcohol advertisers over the years. Many decisions relate to the appearance or lack of appearance, of warning messages in less traditional channels. In 2019, among those ruled upon are Johnny Walker, Bacardi and Bombay Sapphire, Carrefour, Skol, Heineken, and Reich Gold, a German beer. Links are to very brief summaries, which have not been professionally translated, of each case. See also the Advertising law year in review 2022 also linked above; this carries a number of adjudication reports in this alcohol sector.
 
GENERAL RULES
 
It's important that the rules for all product sectors, shown below under the General tab, are also understood; adjudications against alcohol advertising may well come from general misleadingness or taste and decency rules, for example. The principal source of rules for all advertising content is the Brazilian Advertising Code also linked above. Provisions in legislation are from the Consumer Protection Code, Federal Law 8.078 (EN); see Chapter V, Section III, clauses are spelt out in the following content section B. 
 
 
 
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General

SECTION A

 

 

General rules to be completed 

Key code is found at http://www.conar.org.br/

EN translation available 

See also In brief: prohibited and controlled advertising in Brazil from IWRCF via Lexology and 

Misleading advertising practices in Brazil from the same source 

 

Gambling

 

Google, TikTok, Meta transgress sports betting ad rules. Igaming Brazil Dec 21, 2023

LATAM Gambling Update: What’s hot in Latin America? WH Partners March 2023

A general introduction to gambling law in Brazil
Maia Yoshiyasu Advogados/ Lex. May 30, 2023 and perhaps as a result of the above:

Brazilian Advertising Self-Regulation board creates task force to establish ethical standards for Sports Betting advertising

Kasznar Leonardos August 3, 2023 and from Yogonet September 27, 2023

Navigating Brazil’s latest gambling regulations: 6 key considerations for operators

 

International

SECTION A OVERVIEW

 

Updates since Nov 2022 (slimmed; others below)
 

DLA Piper Global Influencer guide 

Coke's aspirational claims are not actionable

Frankfurt Kurnit Klein & Selz PC November 20, 2022

Meta’s Ad Practices Ruled Illegal Under E.U. Law. Jan 2023

Proposal for a Directive on Green Claims. March 22, 2023

Cheat sheet EU Digital Acts April 23, 2023

Green Initiatives mainly in Europe April 2023

Our assembly of some key EU 'green' requirements

A brief guide to EU institutions. Posted April 25, 2023

Self-regulation globally. FKK&S April 27, 2023

EASA Influencer Disclosure pan-Europe July 2023

Meta to switch to "consent" mechanism in Europe?

Re ad targeting. DLA Piper August 2, 2023

EU Influencer Legal Hub. Posted October 2023

EASA update Green Claims Directive Dec 2023

ICC Responsible Green Marketing Comms Jan 2024

CNIL fines Yahoo! €10 million over cookies policy
DAC Beachcroft February 7, 2024; refs other EU

2023 Privacy Year in Review. Troutman Pepper Feb 1

IAB Europe Guide to Quality February 2024

IAB Cookie Readiness report February 2024

CJEU rules on IAB's TCF. Hunton March 8, 2024

 

 

ISSUES/ NEWS/ COMMENTARY
Overspill links here (to follow)

 

General

IAB Europe Implementation Guidelines for DSA 

EC Influencer sweep results Feb 14, 2024

Digital advertising & adtech under DMA & DSA Dentons

Key Digital Regulation & Compliance Developments

Updates across board. Morrison Foerster Feb 2, 2024

EASA Jan 2024 update on DSA and DMA 

How Will the Digital Services Act Impact Brands Online?*

William Fry December 12, 2023

 

Environmental

Directive Empowering Consumers for Green Transition in force
Taylor Wessing March 21, 2024

CSDDD here to stay. Schoenherr March 20, 2024

CSRD update. A&L Goodbody/Lex Jan 30, 2024

Is offsetting off the cards in the EU? Lewis Silkin 18 Jan, 2024

Sustainability reporting across borders.* Clifford Chance October 17, 2023

Green Claims Directive update Wiggin/ Lex March 21, 2024

Original EC press release here; EASA update Feb 2024 here

Proposal for a Directive on empowering consumers for the green transition

Above March 30, 2022. EASA update Jan 2024. Osborne Clarke Jan 31, 2024

 

AI

AI Global Regulatory Update. Eversheds Sutherland Feb 22, 2024

Tech Accord to Combat Deceptive Use of AI in 2024 Elections

Baker McKenzie Feb 21, 2024

EU and AI regulatory outlook. Osborne Clarke 18 Jan, 2024*

EASA update Dec 2023 AI Regulation 

AI's Failing Grade. Mark Scott Politico June 29, 2023*

UK vs EU Approach to Regulating AI. Baker Mckenzie/ Lex June 14, 2023

EU AI Act: first regulation on artificial intelligence. June 2023

Visual summary of the EU's AI Act's risk levels here 

 

Data/ privacy

Data Protection update - February 2024. Stephenson Harwood/ Lex

CJEU rules on IAB's TCF. Hunton March 8, 2024

EDAA launches new solution to DSA ad transparency requirements

'Pay or ok' challenged as ad-free subscription models under scrutiny*
DAC Beachcroft February 7, 2024

EASA Jan 2024 update on the Commission's cookie pledge and GDPR

Google Chrome starts blocking data tracking cookies. BBC Jan 4, 2023

The Future Of Behavioral Advertising In Europe And The United States*
InfoLawGroup LLP/ Lex. November 20, 2023

 

Children

Kids and Teens Online Safety and Privacy Roundtable

Baker Mckenzie July 26, 2023. Canada UK and USA. Video

EU: Two Key Decisions Highlight Issues When Handling Children's Data

Collyer Bristow/Lex 21 June, 2023

 

* Recommended read

 

COMPENDIA, FORECASTS, VADE MECUMS 

 

ICAS releases 2022/2023 Global SRO Database and Factbook 

Above from ICAS December 2023

Advertising, Media and Brands Global Compliance Challenges

Squire Patton Boggs/ Lex. March 28, 2023. EU, OECD, UK, USA

Chambers Global Practice Guide Advertising & Marketing 2022

Covers Belgium, Bosnia and Herzegovina, Brazil, Canada, China, Japan, Mexico, Switzerland

 DLA Piper's Advertising Laws of the World August 31, 2022. '13 key jurisdictions.'

 

Data

Global Privacy: Year in Review and a Look Forward, 2023-2024
Morgan, Lewis & Bockius LLP. Asia & ME, UK & EU, US 

DLA Piper's Data Protection Laws of the World Handbook 2023 edition

Bird&Bird's Global Cookie Review of Winter 2022 covers multiple jurisdictions clearly and comprehensively

 

1. SELF-REGULATION
1.1 The ICC Code
 
This International sector provides largely self-regulatory rules that apply across several jurisdictions/ countries, so the content is the same under each country and product sector. For the time being, we are largely interpreting 'International' as Europe, though as the service expands, so will this section. The rules are primarily from the ICC, the International Chamber of Commerce, whose Advertising and Marketing Communications Code ('the Code'), the most recent version of which was announced in September 2018, underpins much of self-regulation worldwide.
 
Most countries feature national advertising self-regulatory codes which draw their main principles from the ICC Code, whilst a number of countries apply its provisions directlly - Belgium, Finland and Sweden, for example - so it can be regarded as a solid reflection of the regulatory picture across Europe and beyond. It would be very unlikely that any ICC rule would significantly differ from a specific country or sector clause addressing the same issue, but the latter may have more nuance or cultural context and will, of course, prevail as the principal source of regulation. So you can use these ICC rules in two ways: as a sound 'first pass' if you want a general picture of what you can or can't say across a number of countries, or as a surrogate for, and access to, countries that we don't currently cover and where rules may be inaccessible. The ICC provide several translations of their code; ICAS, the International Council for Advertising Self-Regulation, list most if not all of the providers of self-regulation around the world. 
 
1.2 Guidance and EASA
 
Where the ICC is the principal source for 'umbrella' rules, another important source, in this case of advice and good practice, is EASA, the European Advertising Standards Alliance, which describes itself as the 'single authoritative voice on advertising self-regulation issues in Europe'. EASA's Best Practice Recommendations (BPRs) are valuable guidance on, for example, the distinction between paid and unpaid communications. These documents are placed and linked in relevant channels within the text in each country.
 
1.3 Structure and scope of the ICC Code

 

The code is structured in two main sections: General Provisions and Chapters. General Provisions set out fundamental principles and other broad concepts that apply to all marketing in all media. Code chapters apply to specific marketing areas, including Sales Promotions (A), Sponsorship (B), Direct Marketing and Digital Marketing Communications (C), and Environmental Claims in Marketing Communications (D). The Code 'should also be read in conjunction with other current ICC codes, principles and framework interpretations in the area of marketing and advertising':


ICC Guide for Responsible Mobile Marketing Communications

Mobile supplement to the ICC Resource Guide for Self-Regulation of Interest Based Advertising

ICC Framework for Responsible Marketing Communications of Alcohol

ICC Resource Guide for Self-Regulation of Online Behavioural Advertising

ICC Framework for Responsible Environmental Marketing Communications (2021)

ICC Framework for Responsible Food and Beverage Marketing Communication

ICC International Code of Direct Selling

 

All the individual rules themselves are set out in the following content section B and channel section C, as applicable

 

Children

 

  • Article 18 of the General Provisions of the ICC Code covers children and teens at some length. Additionally, article C7 from the chapter Digital Marketing Communications addresses marketing communications and children
  • Also worthy of note is the International Consumer Protection Enforcement Network (ICPEN), a network of consumer protection agencies from over 60 countries, who publish Best Practice Principles for Marketing Practices Directed Towards Children Online (June 2020) 
  • On the home page of this website, you'll find a complete Children's sector with the rules spelt out country by country 

 

1.4 Sector and channel rules 

 

The rules are both 'horizontal', i.e. they apply across product sectors, and the ICC also publish 'vertical' sector-specific framework rules such as those for Alcohol, or Food and Beverages (as linked above). While these rules are referenced in the sections that follow, we don't extract them in full as these product sectors are covered by specific databases on this website. These sector rules in particular need to be read with a) the general rules that apply to all product sectors and b) the specific legislation and Self-Regulation that frequently surrounds regulation-sensitive sectors. Channel rules from the ICC Code, such as those for OBA, are shown within the relevant sub-heads under our channel section C, together with the applicable European legislation.

 

2. THE LAW
European Regulations and Directives

 

 
We draw extensively on European directives and their national implementation in the sector and general rules shown elsewhere on this website. In this international context, we show only the most immediately relevant directives and a brief extract of their rules, together with links to EU Regulations which apply directly in member states. It should not be assumed that directives are always implemented to the letter, but providing them together in one place at least allows a broad understanding of the influences of European legislation. EU Regulations are significant in the food sector of those we cover currently, for example, and it's important at least to be aware of them, albeit rules are reflected in the self-regulatory measures that remain the most important influence in advertising regulation in Europe and elsewhere. A valuable June 2021 piece from Simmons and Simmons/ Lexology Media law and regulation in European Union focuses largely on the AVMS Directive and its amendment by Directive 2018/1808.

 

The issue with European rules is that it can be difficult to understand which regulation applies to which marketing technique or process, especially as some directives apply to several marketing tools. The table below provides an overview; the marcoms-relevant rules are set out in content section B and channel section C, as applicable.
 
European Directives in marketing

 

Issue or Channel Key European legislation and clause
Cookies
The EU ‘Cookies Directive’ 2009/136/EC:
articles 5 and 7, which amended the E-Privacy Directive 2002/58/EC:
Electronic coms. Consent and Information 
Directive 2002/58/EC on privacy and electronic communications:
Articles 5 (3) and 13 
E-commerce; related electronic communications
Directive on electronic commerce 2000/31/EC of 8 June 2000 on certain legal aspects of information society services: http://eur-lex.europa.eu/LexUriServ/LexUriServ.do?uri=CELEX:32000L0031:en:HTML
Articles 5 and 6
Marketing Communications
Directive 2005/29/EC on unfair business-to-consumer commercial practices 
Articles 6, 7, 14 (amendments re comparative advertising), Annex I
December 2021 Commission guidance. See Omnibus Directive below
Audiovisual media 

Directive 2010/13/EU concerning the provision of audiovisual media services (Audiovisual Media Services Directive; consolidated version)
https://eur-lex.europa.eu/legal-content/EN/TXT/?uri=CELEX%3A02010L0013-20181218

Amended by Directive 2018/1808, which extended some rules into the digital landscape and especially video-sharing platforms 

https://eur-lex.europa.eu/eli/dir/2018/1808/oj

Data Processing 

Regulation 2016/679/EU on the processing of personal data (GDPR) 

https://eur-lex.europa.eu/eli/reg/2016/679/oj

 

 

THE OMNIBUS DIRECTIVE

 

Directive 2019/2161 sets out some new information requirements for search rankings and consumer reviews, new pricing information in the context of automated decision-making and profiling of consumer behaviour, and price reduction information under the Product Pricing Directive 98/6/EC. More directly related to this database, and potentially significant for multinational advertisers, is the clause that amends article 6 (misleading actions) of the UCPD adding ‘(c) any marketing of a good, in one Member State, as being identical to a good marketed in other Member States, while that good has significantly different composition or characteristics, unless justified by legitimate and objective factors’. Recitals related to this clause, which provide some context, are here. Helpful October 2021 explanatory piece on the Omnibus Directive from A&L Goodbody via Lex here. Provisions were supposed to have been transposed and in force in member states by May 28, 2022, though there were several delays, now resolved.

 

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Sections B and C below set out the rules that are relevant to marketing communications from the directives above, together with the self-regulatory measures referenced under point 1 in this overview.

 

 

 

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Read more

B. Content Rules

Sector

Section B

 
 
THIS SECTOR/ COUNTRY WAS POSTED ON 24TH APRIL 2020 AND IS SUBJECT TO REVIEW, DUE TO COMPLETE BY 30TH APRIL
 
 
This section is longer than most. To help navigate it, some of the text is 'anchored' and linked to respective headings immediately below
 
 
1. THE BRAZILIAN CODE OF ADVERTISING SELF-REGULATION 
 
1.1. Rules for all alcoholic beverages 
1.2. Special rules from Exhibit A
1.3. Special rules from Exhibit P - Beer and Wine
1.4. Special rules from Exhibit T - 'Ice' products 
 
2. THE 9.294 LAW
 
 
3.1. ABRABE Best Practice in the Digital Universe (all alcohol)
3.2. ANEBE projects (spirits) and CervBrasil
 
 
4.1. Self-Regulation
4.2. Legislation
 
 
 

1. THE BRAZILIAN CODE OF ADVERTISING SELF-REGULATION 

http://www.conar.org.br/

https://www.g-regs.com/downloads/BRGenBrazilianAdvertisingSRCodeEN.pdf

 

 

1.1. Rules for all alcoholic beverages 

 
The scope of the Code is here. The Code includes all product sectors, exceptions shown in the linked scope document. Within the code are three 'exhibits' 'A', 'P' and 'T' which cover, respectively:
A:  alcoholic beverages either fermented, distilled, rectified or obtained by mixture (usually served in doses)
P:  those usually taken during meals, and thus called meal beverages, such as Beers, Wines and 
T:  the category of ices, coolers, alcohol pops, ready to drink, malternatives and similar, in which the alcoholic beverage is presented in a mixture with water, juice or soft drink
The rules for all three categories are essentially the same so we show them together below, followed by rules particular to individual categories
 
 

1. General Rule

 
  • Since alcoholic beverage is a product for restricted consumption and improper for certain publics and situations, the advertising shall be structured in a socially responsible manner, without deviating from its major purpose of promoting the brand and its features, provided that the any imperative consumption appeal and the exaggerated offer of units of the product in any advertisement, either by text or image, directly or indirectly, including the slogan shall be prohibited
 
 

2. Principle of Protection to Children and Adolescents

 
  • The advertising shall not have children and adolescents as target public. In view of such principle, the Advertisers and Agencies shall adopt special caution in the preparation of their marketing strategies and in the structuring of their advertising messages. Accordingly:

  1. children and adolescents shall not appear, in any manner, in the advertisements; any person appearing in the ad shall be and look older than 25
  2. the ads shall be exclusively addressed to adult public, and no indulgence as regards such principle shall be accepted. Accordingly, the content of the ads shall make clear that the product is improper for consumption by minors. The ads shall not contain any language, expressions, graphic and audiovisual resources recognizedly inherent to the infantile and juvenile’s universe, such as “humanized” animals, characters or animations that may call the attention or curiosity of minors and contribute for them to adopt moral values or habits incompatible with their minority condition
  3. media planning shall consider such principle and, therefore, shall reflect the proper technical and ethical restrictions and caution. Accordingly, the ad may only be inserted in programming, publication or web site especially intended to persons of age. In case of any eventual difficulty to evaluate the prevailing public, a programming that better serves the purpose of protecting children and adolescents shall be adopted
  4. websites of most products that fit into the category dealt with herein shall contain a provision for selective access, so as to prevent navigation by minors
 
 

3. Responsible consumption principle

 
The advertising shall not induce, in any manner, to exaggerated or irresponsible consumption. Therefore, in view of such principle:
 
  1. any eventual appeal to sensuality shall not constitute the main content of the message; advertising models shall never be treated as sexual object
  2. there shall appear no scene, illustration, audio or video that presents or suggests ingestion of the product
  3. there shall be no use of images, language or arguments that suggest that consumption of the product is an indication of maturity or that contributes to higher personal courage, professional or social success or provides more seduction power to consumers
  4. whenever there is the support of the image of a famous person, the same provisions of item 2 “a”, “b”, “c” and “d” of Exhibit “Q” – Testimony, Certifications and Endorsements – shall be applicable
  5. no arguments shall be used or situations shall be presented that may make consumption of the product to look like a challenge or despise those who do not drink; no image or text that may disdain consumption moderation shall ever be used
  6. the ad shall not give the impression that the product is being recommended or suggested by virtue of its effect on the senses
  7. specific references to reduction of the alcoholic content of a product are acceptable, provided that there are no implications or conclusions concerning safety or quantity that may be consumed by virtue of such reduction
  8. no positive association between product consumption and driving vehicles shall be made
  9. consumption in improper, illegal, dangerous or socially condemnable situations shall not be encouraged
  10. no association of the product with performance of any professional activity shall be made
  11. no association of the product with situations that suggest aggressiveness, use of weapons and changes of emotional equilibrium shall be made; and
  12. no use of uniforms of Olympic sports shall be made as support to promote a brand

 

 

5. Warning Clause

See also 1.5.

 
All ads, whatever the broadcasting means may be, shall contain a “warning” to be adopted by means of specific resolution of the Superior Council of CONAR, which shall reflect the social responsibility of advertising and the consideration of Advertisers, Advertising Agencies and Communication means to the public, in general. In view of such commitments and the need to give them full effectiveness, the resolution shall take into account the peculiarities of each means of communication and shall indicate, concerning each one, words, format, time and space for broadcasting the warning. Integrated to the ad, the “warning clause” shall not invade the editorial content of the media; the warning shall be ostensive and expressed in a legible and distinguishable manner. Also:
 
  1. in Radio, the warning shall be inserted as the end of the commercial message
  2. in TV, including Pay TV and Cinemas, the warning shall be inserted in audio and video as the end of the commercial message. The same rule shall be applicable to ads broadcast in theaters cinemas and similar
  3. in Newspapers, Magazines and other printed means, in outdoors and advertising panels, and in the ads made through Internet, the warning shall be written in the manner to be adopted in the resolution
  4. in videos broadcast through Internet and telephony, the warning shall follow the same restrictions adopted for TV
  5. in packages and labels it shall be reiterated that sale and consumption of the product are indicated for persons older than 18 only
 
 

6. Outdoor advertising and similar

 
  • Since they reach all ages without technical possibility of segmentation, the commercials broadcast in outdoors, indoors, places of heavy circulation, screens and electronic panels, back and front lights, building panels, busdoors, in collective transportation vehicles, vehicles used for distribution of the product; pieces of urban furniture and similar, etc, whatever the communication means and the support used may be, shall be restricted to exhibition of the product, brand and/or slogan, without consumption appeal, provided that the warning is included

 

 

7. Exceptions

 
  • The following ads, provided that they have no product consumption appeal, are released from the mandatory insertion of the warning clause:

  1. static advertisement in stadium, samba stadium (sambódromos), gymnasium and other sports arenas, when only the product, brand and slogan are identified
  2. the mere expression of brand, slogan or exhibition of the product that uses competition means as support
  3. calls of sponsored programs in radio and TV, including pay TV, including characterizations of sponsorship of such shows
  4. rocket lines*, vignettes and similar (*these are best described as 'brand sound bites')

 

 

8. Commerce

 
  • Whenever the advertisement broadcast by the wholesaler, importer, distributor, retailer, bar, restaurant and similar mentions any product subject to the provisions of this Exhibit, it will be subject to the rules established herein, especially those contained in item 5 hereof
 
 

9. Theater advertising

 
  • In cinemas, theaters and show rooms the ads shall take into account the provision of item 2, “c” hereinabove (this is from the principle of protection to children and adolescents; clause 'c' is: 
  • media planning shall consider such principle and, therefore, shall reflect the proper technical and ethical restrictions and caution. Accordingly, the ad may only be inserted in programming, publication or web site especially intended to persons of age. In case of any eventual difficulty to evaluate the prevailing public, a programming that better serves the purpose of protecting children and adolescents shall be adopted
 
 

10. Sales point

 
  • The advertising in sales points shall be addressed to adult public, containing a warning that the product is destined only to adults. Any ads inserted in the service equipment, meaning tables, chairs, refrigerators, lighted panels, etc. are released from including the warning clause, provided that they do not contain consumption appeal
 
 

11. Responsible consumption

 
  • This Code encourages the carrying out of advertising campaigns and initiatives intended to reinforce the prohibition of sale and offer of alcoholic beverages to minors and the safe driving of vehicles

 

 

12. Construction 

 

  • in view of the nature of the product, CONAR, the Advertisers, Advertising Agencies, Producers of advertising films and the communication media shall adopt a more restrictive construction for the rules established in this Exhibit
 
 
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1.2. Special rules for 'Exhibit A' drinks

 

  • The hours for broadcasting any ads in Radio and TV, including Pay TV, are subject to the following rules: 1. regular programming: ads, spots, video inserts, rocket lines, characterization of sponsorship, vignettes and messages of other nature, including merchandising or indirect advertising, virtual advertising and calls for the respective programs shall only be broadcast from 9:30 p.m. to 6:00 a.m. (local time); 2. sponsored broadcasting of events that are not part of regular or routine programming: the respective calls and sponsorship characterization shall be restricted to identify the brand and/or manufacturer, slogan or promotional phrase, without recommendation of product consumption. Calls in such configuration are admitted anytime (Clause 4, Broadcasting schedule, Exhibit A)
  • Note: for information, the Portuguese version of Law 9.294 states the restricted hours as between 2100 and 6am, albeit the Code will have precedence in this context. Additionally, the rules above are for drinks covered by Exhibit A (either fermented, distilled, rectified or obtained by mixture usually served in doses). Exhibits P and T - for beer and wine, and 'Ice' drinks respectively do not carry this rule. However, Law 9.294 is subject to a draft law that defines alcoholic beverages as those in excess of 0.5 degrees, therefore extending broadcast restrictions to the other categories. The provisions of the Draft law were the subject of a Decision 11/12/2014 by the Federal Court of the 4th Region of Rio Grande which has jurisdiction over three states The states Rio Grande do sul, Santa Catarina and Parana meaning that in those states all alcohol, essentially, is subject to the timing requirements in broadcast. This may all be at best undertain. Broadcasters will clarify
 
 

1.3. Special rules for 'table' products - beer and wine; from Exhibit P

 
  • No-alcohol Beer: the advertising of “non-alcohol beer” shall compulsorily emphasize such characteristic and shall be subject to the rules of this Exhibit, as applicable. It shall be released from compulsory insertion of the “warning clause”, provided that it does not refer to a brand, slogan or promotional phrase of a product subject to this Exhibit or to Exhibits “A” and “T”. (Clause 9, Exhibit 'P')

 

 

1.4. Special rules for 'Ice' products; from Exhibit T

 

  •  The rules of this Exhibit “T” are not applicable to any advertising of products that adopt a brand or slogan or advertising signs and expressions or campaigns, characters or communication elements associated to alcoholic beverages, which advertisement is governed by the provisions of Exhibit “A”. In such cases there shall prevail the restrictions and recommendations contained in Exhibit “A”. (Clause 11 Applicability, Exhibit T)

 

 

.................................................................

 

 

1.5. Warning Messages

 
1. - The “warning clause” provided shall contain one of the following sentences:
 
“DRINK WITH CAUTION”
“SALE AND CONSUMPTION OF ALCOHOLIC BEVERAGES IS PROHIBITED TO MINORS”
“THIS PRODUCT IS DESTINED FOR ADULTS”
“AVOID EXCESSIVE ALCOHOL CONSUMPTION”
“DO NOT EXAGGERATE CONSUMPTION”
“THE LESS YOU DRINK MORE FUN YOU HAVE”
“IF YOU DRIVE, DON’T DRINK”
“TO SERVE ALCOHOLIC BEVERAGE TO MINORS THAN 18 IS A CRIME”
 
Note: The sentences above do not exclude others that may meet the purpose and are able to reflect social responsibility of advertising
Formatting for the messages by medium is set out under the relevant headers in Section C, or assembled here 
 
 
...........................................................................
 
 
2. THE 9.294 LAW 
 
Law 9.294/ 1996 (PT / EN) unofficial translation
 
  • The law sets out the fundamentals for alcoholic beverages marketing, defining those beverages as in excess of 13 degrees Gay Lusac (essentially the same as ABV); this definition is subject to a draft law which amends to 0.5 degrees, thus bringing into its remit essentially all acoholic beverages. In some states, this definition (> 0.5 degrees) applies; see 1.2. above
  • The rules set out in law 9.294 are anyway reflected in the Self-Regulatory Code shown above. In summary:

 

  • Advertising shall contain, in the media, and on the basis of its characteristics, a warning, both spoken and written whenever possible, about the harmful effects of alcoholic beverages, following statements established by the Ministry of Health, used sequentially, either simultaneously or on a rotating basis (Art. 1, § 2)
  • Only commercial advertising of alcoholic beverages on radio and television stations will be allowed between twenty-one and six o'clock (Art. 4) 
  • Advertising referred to in this article (4) may not associate the product with Olympic or competitive sport, with the healthy performance of any activity, with driving vehicles and with images or ideas of people's increased success or sexuality
  • Labels on packaging of of alcoholic beverages will contain the following warning in the following terms: "Avoid Excessive Alcohol Consumption" / "Evite o Consumo Excessivo de Álcool". (§ 2, Art. 4)
  • The announcements and characterizations of product sponsorship indicated in Arts. 2 and 4 for events outside normal or routine programming by radio and TV stations can be made at any time, as long as they are only identified with the brand or slogan of the product, without recommending consumption (Art. 5 The restrictions in this article apply to static advertising existing in stadiums, competitive venues and similar places)
  • Subject to the conditions in the heading, the announcements and characterizations of product sponsorship shall be free from the requirement of § 2, Article 3 of this Law (the warning message requirement)
  • It is prohibited to wear athletic uniforms relating to Olympic sports that present advertising for the products covered by this Law

     
...........................................................................
 
 

3, TRADE ASSOCIATIONS 

 
While rules, where they exist, from trade associations are not binding per se, their members will be expected to observe them, and membership will include most significant advertisers. Additionally, trade associations will often fill some of the gaps between the law, 'official' codes and the reality of marketing alcohol in newer media especially
 
The three principal Brazilian alcohol trade assocuations tthat we have traced are: 
 
Cervbrasil, Associação Brasileira da Indústria da Cerveja ,who do not appear to publish rules/ guidance but who showcase on their website a number of Responsibility projects
 
National Association of Spirits Drinks companies: Associação Nacional de Empresas de Bebidas Espirituosas (ANEBE)
 
3.1. The Brazilian Beverage Association ABRABE is 'the entity that brings together all categories of alcoholic beverages.' They publish:
 

Commercial Communication of Alcoholic Beverages in the Digital Universe EN / PT. Abrabe  suggest using this guide in the following cases:

 

Ads in digital media
Sponsorship of websites and other digital media
Educational websites maintained by ABRABE or its members
Website of ABRABE or its members
Social media
Online promotions
 
Rules/ guidelines are set out under individual headers in our following Channel Section C, or check the linked document
 
 
..................................................................................
 
 
 
  • As well as the specific Alcohol rules, the 'general' rules i.e. those that apply to all sectors Alcohol included, must also be observed. These are spelt out under the General tab below
  • Primary source of rules is the Brazilian Code of Advertising Self-Regulation
 
 

4.1. Self-Regulation; key extracts only

 
Section 1 Respect
 
  • All advertising activities shall respect the dignity of human being, privacy, social interest, institutions and national symbols, constituted authorities and family (Art. 19)
  • No advertisement shall encourage or stimulate any type of offense or racial, social, political, religious or national discrimination (Art. 20)
  • The advertisement shall contain nothing that may induce to criminal or illegal activities – or that may encourage, stimulate or incite such activities (Art. 21)
 

Section 2 Decency

 
  • No advertisement shall contain statements or visual or audio presentations that may offend the decency standards of the audience it intends to reach (Art. 22)
 

Section 3 Honesty

 
  • The advertisement shall not exploit the consumer’s credulity, lack of knowledge or inexperience (Art. 23) 
 
 

Section 4 Fear, Superstition, Violence

 
  • No advertisement shall cause fear without a relevant social reason (Art. 24)
  • No advertisement shall exploit any type of superstition (Art. 25)
  • The advertisement shall contain nothing that may induce to violence (Art. 26)
 
 

Section 5 Truthful Presentation (Art. 27)

 
  • The advertisement shall contain a truthful presentation of the product being offered, as provided in the next provisions of this Section, which include some aspects that deserve special attention
  • First Paragraph – Description: All descriptions, assertions and comparisons relating to facts or objective data shall be capable of being substantiated, and advertisers and agencies shall supply the documentary evidence whenever so requested
  • Second Paragraph – Assertions: No advertisement shall contain text information or visual presentation that may, directly or indirectly, by implication, omission, exaggeration or ambiguity mislead the consumer concerning the product being advertised, the advertiser or its competitors or concerning the following:

  1. nature of the product (natural or artificial)
  2. b. origin (domestic or foreign)
  3. composition
  4. purpose

  • Third Paragraph – Value, Price, Conditions. The advertisement shall clearly state:

  1. the value or total price to be paid for the product, avoiding unrealistic or exaggerated comparison with other products or prices; in the event of a claimed price reduction, the advertiser shall be capable of submitting evidence of such reduction by means of previous advertisement or evidence of the previous price
  2. down payment, installments, credit peculiarities, fees or expenses applicable to long term transactions
  3. terms of delivery, exchange or eventual replacement of the product
  4. conditions and limitations of the warranty being offered
 
 
................................................................................
 
 
4.2. Legislation
 
While advertising regulation is largely managed by the industry, legislation plays a part in Channel especially, but also in advertising content. Commercial practices deemed unfair, and comparative advertising in particular, can end up in the courts, so it’s best to know what the law says, albeit rules are largely echoed in Self-Regulation
 
Brazilian Consumer Defense Code, Federal Law No. 8.078 (EN). Chapter V SECTION III Advertising 
 
  • Advertising materials shall be published in a way that consumers may easily and immediately identify them as such
  • Sole Paragraph. When advertising products and services, suppliers shall maintain all factual, technical and scientific data that support the message in order to inform the legitimate interested parties
  • Article 37. Any misleading or abusive advertising is hereby prohibited. Paragraph 1. Any information or communication with advertising purposes that is entirely or partially false or otherwise able to mislead consumers, even by omission, about the nature, characteristics, quality, quantity, properties, origin, price and any other data related to the product or service is hereby misleading. Paragraph 2. Advertisements of any discriminatory nature that incite violence, explore fear or superstition, take advantages of children's lack of judgment skills or experience, disregards environmental values, or are able to induce consumers to behave in a harmful and hazardous manner to their health and safety, among others, are hereby abusive. Paragraph 3. For the purposes of this Code, advertisements are considered misleading by omission when they fail to provide information on essential data of the product or service. Paragraph 4. (Vetoed).
  • Article 38. The burden of proof of truthfulness and correction of advertising information and communication are hereby responsibility of their sponsor

 

 

CHAPTER III Consumer Basic Rights. ArtIicle 6

 

  • III. Adequate and clear information on different products and services, along with the correct specification of their quantity, characteristics, composition, quality, incurring taxes, prices, and the risks they pose
  • Protection against misleading and abusive advertising, coercive or dishonest commercial practices, and abusive practices and clauses when supplying products and services

 

 

 

.............................................................................................

General

International

SECTION B CONTENT RULES

 

 

This section is longer than most. To help navigate it, some text is 'anchored' and linked to respective headings immediately below

 

 

  1. SELF-REGULATION; the ICC Code

1.1. General provisions

Includes key legislation and ICC framework
Includes key legislation and ICC framework
 
  1. THE LAW 

2.1. General provisions from the Unfair Commercial Practices Directive  (UCPD)
2.2 Specific pricing measures 
2.2.1. Directive 98/6/EC - the Product Price Directive
2.2.2. Extracts from UCPD

2.2.3. Extracts from the ICC Code related to pricing

2.2.4. The AVMS Directive 


 

1. SELF-REGULATION; THE ICC CODE

 

1.1 General provisions 

 

Basic principles (Art. 1)

 

  • All marketing communications should be legal, decent, honest and truthful;
  • All marketing communications 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;
  • No communication should be such as to impair public confidence in marketing.

 

Social responsibility (Art. 2)

 
  • Marketing communications should respect human dignity and should not incite or condone any form of discrimination, including that based upon ethnic or national origin, religion, gender, age, disability or sexual orientation;
  • Marketing communications should not without justifiable reason play on fear or exploit misfortune or suffering;
  • Marketing communications should not appear to condone or incite violent, unlawful or anti-social behavior;
  • Marketing communications should not play on superstition.
 

Decency​ (Art. 3)

 
  • Marketing communications should not contain statements or audio or visual treatments which offend standards of decency currently prevailing in the country and culture concerned.
 

Honesty (Art. 4)

 
  • Marketing communications should be so framed as not to abuse the trust of consumers or exploit their lack of experience or knowledge;
  • Relevant factors likely to affect consumers’ decisions should be communicated in such a way and at such a time that consumers can take them into account.
 

Truthfulness (Art. 5)

 

  • Marketing communications should be truthful and not misleading;
  • Marketing communications should not contain any statement, claim or audio or visual treatment which, directly or by implication, omission, ambiguity or exaggeration, is likely to mislead the consumer, in particular, but not exclusively, with regard to:
     
    • characteristics of the product which are material, i.e. likely to influence the consumer’s choice, such as: nature, composition, method and date of manufacture, range of use, efficiency and performance, quantity, commercial or geographical origin or environmental impact;
    • the value of the product and the total price to be paid by the consumer;
    • terms for delivery, exchange, return, repair and maintenance;
    • terms of guarantee;
    • copyright and industrial property rights such as patents, trade marks, designs and models and trade names;
    • compliance with standards;
    • official recognition or approval, awards such as medals, prizes and diplomas;
    • the extent of benefits for charitable causes.

 

Substantiation (Art. 6)

 

  • Descriptions, claims or illustrations relating to verifiable facts in marketing communications should be capable of substantiation. Claims that state or imply that a particular level or type of substantiation exists must have at least the level of substantiation advertised. Substantiation should be available so that evidence can be produced without delay and upon request to the self-regulatory organisations responsible for the implementation of the Code.

 

identification and transparency (Art. 7)

 

  • Marketing communications should be clearly distinguishable as such, whatever their form and whatever the medium used. When an advertisement, including so-called “native advertising”, appears in a medium containing news or editorial matter, it should be so presented that it is readily recognisable as an advertisement and where appropriate, labelled as such. The true commercial purpose of marketing communications should be transparent and not misrepresent their true commercial purpose. Hence, a communication promoting the sale of a product should not be disguised as, for example, market research, consumer surveys, user-generated content, private blogs, private postings on social media or independent reviews.

 

identity of the marketer (Art. 8)

 

  • The identity of the marketer should be transparent. Marketing communications should, where appropriate, include contact information to enable the consumer to get in touch with the marketer without difficulty. The above does not apply to communications with the sole purpose of attracting attention to communication activities to follow (e.g. so-called “teaser advertisements”).
 

Use of technical/ scientific data and terminology (Art. 9)

 

  • Marketing communications should not
     
  • misuse technical data, e.g. research results or quotations from technical and scientific publications;
  • present statistics in such a way as to exaggerate the validity of a product claim;
  • use scientific terminology or vocabulary in such a way as falsely to suggest that a product claim has scientific validity.

 

 

Use of 'free' and 'guarantee' (Art. 10)

 

  • The term "free", e.g. “free gift” or “free offer”, should be used only
     
    • where the offer involves no obligation whatsoever; or
    • where the only obligation is to pay shipping and handling charges which should not exceed the cost estimated to be incurred by the marketer, or
    • in conjunction with the purchase of another product, provided the price of that product has not been increased to cover all or part of the cost of the offer.
       
  • Where free trial, free subscription and similar offers convert to paid transactions at the end of the free period, the terms and conditions of the paid conversion should be clearly, prominently and unambiguously disclosed before the consumer accepts the offer. Likewise, where a product is to be returned by the consumer at the end of the free period it should be made clear at the outset who will bear the cost for that;
  • The procedure for returning the product should be as simple as possible, and any time limit should be clearly disclosed. See also Article C12 Right of withdrawal;
  • Marketing communications should not state or imply that a “guarantee”, “warranty” or other expression having substantially the same meaning, offers the consumer rights additional to those provided by law when it does not;
  • The terms of any guarantee or warranty, including the name and address of the guarantor, should be easily available to the consumer and limitations on consumer rights or remedies, where permitted by law, should be clear and conspicuous.

 

Comparisons (Art. 11)​

 

  • Marketing communications containing comparisons should be so designed that the comparison is not likely to mislead, and should comply with the principles of fair competition. Points of comparison should be based on facts which can be substantiated and should not be unfairly selected.

 

Denigration (Art. 12)

 

  • Marketing communications should not denigrate any person or group of persons, firm, organisation, industrial or commercial activity, profession or product, or seek to bring it or them into public contempt or ridicule.

 

Testimonials (Art. 13)

 

  • Marketing communications should not contain or refer to any testimonial, endorsement or supportive documentation unless it is genuine, verifiable and relevant
  • Testimonials or endorsements which have become obsolete or misleading through passage of time should not be used.

 

Portrayal or imitation of persons and references to personal property (Art. 14)

 

  • Marketing communications should not portray or refer to any persons, whether in a private or a public capacity, unless prior permission has been obtained; nor should marketing communications without prior permission depict or refer to any person’s property in a way likely to convey the impression of a personal endorsement of the product or organisation involved.

 

Exploitation of goodwill (Art. 15)

 

  • Marketing communications should not make unjustifiable use of the name, initials, logo and/or trademarks of another firm, company or institution;
  • Marketing communications should not in any way take undue advantage of another firm’s, individual’s or institution’s goodwill in its name, brands or other intellectual property, or take advantage of the goodwill earned by other marketing campaigns without prior consent.

 

Imitation (Art. 16)

 

  • Marketing communications should not imitate those of another marketer in any way likely to mislead or confuse the consumer, for example through the general layout, text, slogan, visual treatment, music or sound effects;
  • Where a marketer has established a distinctive marketing communications campaign in one or more countries, other marketers should not imitate that campaign in other countries where the marketer who originated the campaign may operate, thereby preventing the extension of the campaign to those countries within a reasonable period of time.

 

Safety and health (Art. 17)

 

  • Marketing communications should not, without justification on educational or social grounds, contain any visual portrayal or any description of potentially dangerous practices, or situations which show a disregard for safety or health, as defined by local national standards;
  • Instructions for use should include appropriate safety warnings and, where necessary, disclaimers;
  • Children should be shown to be under adult supervision whenever a product or an activity involves a safety risk;
  • Information provided with the product should include proper directions for use and full instructions covering health and safety aspects whenever necessary;
  • Such health and safety warnings should be made clear by the use of pictures, text or a combination of both.

 

 

 

  • An 'environmental' claim is defined in the ICC Code as any claim in which explicit or implicit reference is made to the environmental or ecological aspects relating to the production, packaging, distribution, use/consumption or disposal of products. Environmental claims can be made in any medium, including labelling, package inserts, promotional and point-of-sales materials, product literature, as well as digital interactive media (Scope of Chapter D)
  • Note that there is no equivalent 'environmental claims' section under The Law header below; authorities generally apply the UCPD's misleading actions or omissions clauses when cases come before them. Additionally, the EC guidance document linked below contains specific sustainability claims guidance under section 4.1. There are, meanwhile, a raft of measures emerging from the legislative process in the EU that we have set out in the Overview Section A

 

D1. Honest and truthful presentation

 

  • Marketing communication should be so framed as not to abuse consumers’ concern for the environment, or exploit their possible lack of environmental knowledge;
  • Marketing communication should not contain any statement or visual treatment likely to mislead consumers in any way about the environmental aspects or advantages of products, or about actions being taken by the marketer in favour of the environment. Overstatement of environmental attributes, such as highlighting a marginal improvement as a major gain, or use of statistics in a misleading way (“we have doubled the recycled content of our product” when there was only a small percentage to begin with) are examples. Marketing communications that refer to specific products or activities should not imply, without appropriate substantiation, that they extend to the whole performance of a company, group or industry;
  • An environmental claim should be relevant to the particular product being promoted and relate only to aspects that already exist or are likely to be realised during the product’s life, including customary and usual disposal or reasonably foreseeable improper disposal. It should be clear to what the claim relates, e.g. the product, a specific ingredient of the product, or its packaging or a specific ingredient of the packaging. A pre-existing but previously undisclosed aspect should not be presented as new. Environmental claims should be up to date and should, where appropriate, be reassessed with regard to relevant developments;
  • Vague or non-specific claims of environmental benefit, which may convey a range of meanings to consumers, should be made only if they are valid, without qualification, in all reasonably foreseeable circumstances. If this is not the case, general environmental claims should either be qualified or avoided. In particular, claims such as “environmentally friendly,” “ecologically safe,” “green,” “sustainable,” “carbon friendly” or any other claim implying that a product or an activity has no impact — or only a positive impact — on the environment, should not be used without qualification unless a very high standard of proof is available. As long as there are no definitive, generally accepted methods for measuring sustainability or confirming its accomplishment, no claim to have achieved it should be made;
  • Qualifications should be clear, prominent and readily understandable; the qualification should appear in close proximity to the claim being qualified, to ensure that they are read together. There may be circumstances where it is appropriate to use a qualifier that refers a consumer to a website where accurate additional information may be obtained. This technique is particularly suitable for communicating about after-use disposal. For example, it is not possible to provide a complete list of areas where a product may be accepted for recycling on a product package. A claim such as “Recyclable in many communities, visit [URL] to check on facilities near you,” provides a means of advising consumers where to locate information on communities where a particular material or product is accepted for recycling.

 

D2. Scientific research

 

  • Marketing communications should use technical demonstrations or scientific findings about environmental impact only when they are backed by reliable scientific evidence;
  • Environmental jargon or scientific terminology is acceptable provided it is relevant and used in a way that can be readily understood by those to whom the message is directed. (See also article 9 of the Code - Use of technical/ scientific data and terminology);
  • An environmental claim relating to health, safety or any other benefit should be made only where it is supported by reliable scientific evidence.

 

D3. Superiority and comparative claims

 

  • Any comparative claim should be specific and the basis for the comparison should be clear. Environmental superiority over competitors should be claimed only when a significant advantage can be demonstrated. Products being compared should meet the same needs and be intended for the same purpose;
  • Comparative claims, whether the comparison is with the marketer’s own previous process or product or with those of a competitor, should be worded in such a way as to make it clear whether the advantage being claimed is absolute or relative;
  • Improvements related to a product and its packaging should be presented separately, and should not be combined, in keeping with the principle that claims should be specific and clearly relate to the product, an ingredient of the product, or the packaging or ingredient of the packaging.

 

D4. Product life-cycle, components and elements

 

  • Environmental claims should not be presented in such a way as to imply that they relate to more stages of a product’s life-cycle, or to more of its properties, than is justified by the evidence; it should always be clear to which stage or which property a claim refers. A life-cycle benefits claim should be substantiated by a life cycle analysis;
  • When a claim refers to the reduction of components or elements having an environmental impact, it should be clear what has been reduced. Such claims are justified only if they relate to alternative processes, components or elements which result in a significant environmental improvement;
  • Environmental claims should not be based on the absence of a component, ingredient, feature or impact that has never been associated with the product category concerned unless qualified to indicate that the product or category has never been associated with the particular component, ingredient, feature or impact. Conversely, generic features or ingredients, which are common to all or most products in the category concerned, should not be presented as if they were a unique or remarkable characteristic of the product being promoted;
  • Claims that a product does not contain a particular ingredient or component, e.g. that the product is “X-free”, should be used only when the level of the specified substance does not exceed that of an acknowledged trace contaminant or background level Note: “Trace contaminant” and “background level” are not precise terms. “Trace contaminant” implies primarily manufacturing impurity, whereas “background level” is typically used in the context of naturally occurring substances. Claims often need to be based on specific substance-by-substance assessment to demonstrate that the level is below that causing harm. Also, the exact definition of trace contaminants may depend on the product area concerned. If the substance is not added intentionally during processing, and manufacturing operations limit the potential for cross-contamination, a claim such as “no intentionally added xx” may be appropriate. However, if achieving the claimed reduction results in an increase in other harmful materials, the claim may be misleading. Claims that a product, package or component is “free” of a chemical or substance often are intended as an express or implied health claim in addition to an environmental claim. The substantiation necessary to support an express or implied health or safety claim may be different from the substantiation required to support the environmental benefit claim. The advertiser must be sure to have reliable scientific evidence to support an express or implied health and safety claim in accordance with other relevant provisions of the Code.

 

D5. Signs and symbols

 

  • Environmental signs or symbols should be used in marketing communication only when the source of those signs or symbols is clearly indicated and there is no likelihood of confusion over their meaning. Such signs and symbols should not be used in such a way as to falsely suggest official approval or third-party certification.

 

D6. Waste handling

 

  • Environmental claims referring to waste handling are acceptable provided that the recommended method of separation, collection, processing or disposal is generally accepted or conveniently available to a reasonable proportion of consumers in the area concerned. If not, the extent of availability should be accurately described.

 

D7. Responsibility

 

  • For this chapter, the rules on responsibility laid down in the general provisions apply (see article 23).

 

 

Additional guidance

 

Terms important in communicating environmental attributes of products tend to change. The ICC Framework for Responsible Environmental Marketing Communications (2021) provides additional examples, definitions of common terms, and a checklist of factors that should be considered when developing marketing communications that include an environmental claim. The 'claims checklist' is under the Appendix.

 

 

Applicable self-regulation 

 

 

Article 18.1. General principles

 

  • Special care should be taken in marketing communications directed to or featuring children or teens
     
    • Such communications should not undermine positive social behaviour, lifestyles and attitudes;
    • Products which are illegal for children or teens to purchase or are unsuitable for them should not be advertised in media targeted to them;
    • Marketing communications directed to children or teens should not be inserted in media where the editorial matter is unsuitable for them.

      For rules on data protection relating specifically to children’s personal data see article 19

      For other specific rules on marketing communications with regard to children:

       
    • with respect to direct marketing and digital marketing communications see chapter C, article C7;
    • within the context of food and non-alcoholic beverages see the ICC Framework for responsible food and beverage marketing communications.

 

 

18.2. Inexperience and credulity of children

 

Marketing communications should not exploit inexperience or credulity of children, with particular regard to the following areas:

 

  1. When demonstrating a product’s performance and use, marketing communications should not
     
    1. minimise the degree of skill or understate the age level generally required to assemble or operate products;
    2. exaggerate the true size, value, nature, durability and performance of the product;
    3. fail to disclose information about the need for additional purchases, such as accessories, or individual items in a collection or series, required to produce the result shown or described.
       
  2. While the use of fantasy is appropriate for younger as well as older children, it should not make it difficult for them to distinguish between reality and fantasy
  3. Marketing communications directed to children should be clearly distinguishable to them as such.
 

18.3. Avoidance of harm

 

  • Marketing communications should not contain any statement or visual treatment that could have the effect of harming children or teens mentally, morally or physically. Children and teens should not be portrayed in unsafe situations or engaging in actions harmful to themselves or others, or be encouraged to engage in potentially hazardous activities or inappropriate behaviour in light of the expected physical and mental capabilities of the target demographic.

 

18.4. Social values

 

  • Marketing communications should not suggest that possession or use of the promoted product will give a child or young person physical, psychological or social advantages over other children or teens, or that not possessing the product will have the opposite effect;
  • Marketing communications should not undermine the authority, responsibility, judgment or tastes of parents, having regard to relevant social and cultural values;
  • Marketing communications should not include any direct appeal to children and young people to persuade their parents or other adults to buy products for them;
  • Prices should not be presented in such a way as to lead children and young people to an unrealistic perception of the cost or value of the product, for example by minimising them. Marketing communications should not imply that the product being promoted is immediately within the reach of every family budget;
  • Marketing communications which invite children and young people to contact the marketer should encourage them to obtain the permission of a parent or other appropriate adult if any cost, including that of a communication, is involved.

 

 

This sector has a separate database on this single topic. Access via the drop-down on the home page 

 

Applicable self-regulation and legislation 

 
  • ICC Framework for Responsible Food and Beverage Marketing Communications here (EN)
  • The EU Pledge, enhanced July 2021 effective Jan 2022
  • Regulation 1924/2006 on nutrition and health claims made on foods
  • Regulation 432/2012 establishing a list of permitted health claims on food 
  • Regulation 1169/2011 on the provision of food information to consumers
  • Regulation 609/2013 on food intended for infants and young children, food for special medical purposes, and total diet replacement for weight control

 

 

 

This sector has a separate database on this single topic. Access via the drop-down on the home page of this website 

 

Applicable self-regulation and legislation 

 

 

Legislation 

 

Article 22, AVMS Directive. Television advertising and teleshopping for alcoholic beverages shall comply with the following criteria:

 

  1. it may not be aimed specifically at minors or, in particular, depict minors consuming these beverages;
  2. it shall not link the consumption of alcohol to enhanced physical performance or to driving;
  3. it shall not create the impression that the consumption of alcohol contributes towards social or sexual success;
  4. it shall not claim that alcohol has therapeutic qualities or that it is a stimulant, a sedative or a means of resolving personal conflicts;
  5. it shall not encourage immoderate consumption of alcohol or present abstinence or moderation in a negative light;
  6. it shall not place emphasis on high alcoholic content as being a positive quality of the beverages.

 

 

2.1 General Provisions from the Unfair Commercial Practices Directive 2005/29/EC (UCPD) 

https://eur-lex.europa.eu/legal-content/EN/TXT/?uri=CELEX%3A02005L0029-20220528 (consolidated text 28/05/22)

 

Directive 2019/2161 amended the UCPD setting out some new information requirements for search rankings and consumer reviews, new pricing information in the context of automated decision-making and profiling of consumer behaviour (amending Directive 2011/83/EU, not shown below), and price reduction information under the Product Pricing Directive 98/6/EC. Potentially significant for multinational advertisers is the amerndment of article 6 of the UCPD, adding the clause (c) shown below in italics (as are other amends). Recitals related to this clause, which provide some context, are here. Helpful October 2021 explanatory piece on the Omnibus Directive from A&L Goodbody via Lex here

 

Guidance 

 

In December 2021, the European Commission issued Guidance on the interpretation and application of the UCPD, updating the 2016 version. This is a significant document that covers, for example, guidance on environmental claims, and references relevant case law from a number of countries. It is the definitive guidance on how to apply the most important consumer protection - as that relates to commercial communications - regulation in the EEA

 

Article 6. Misleading actions

 

1.   A commercial practice shall be regarded as misleading if it contains false information and is therefore untruthful or in any way, including overall presentation, deceives or is likely to deceive the average consumer, even if the information is factually correct, in relation to one or more of the following elements, and in either case causes or is likely to cause him to take a transactional decision that he would not have taken otherwise:

 

(a) the existence or nature of the product;

(b) the main characteristics of the product, such as its availability, benefits, risks, execution, composition, accessories, after-sale customer assistance and complaint handling, method and date of manufacture or provision, delivery, fitness for purpose, usage, quantity, specification, geographical or commercial origin or the results to be expected from its use, or the results and material features of tests or checks carried out on the product;

(c) the extent of the trader's commitments, the motives for the commercial practice and the nature of the sales process, any statement or symbol in relation to direct or indirect sponsorship or approval of the trader or the product;

(d) the price or the manner in which the price is calculated, or the existence of a specific price advantage;

(e) the need for a service, part, replacement or repair;

(f) the nature, attributes and rights of the trader or his agent, such as his identity and assets, his qualifications, status, approval, affiliation or connection and ownership of industrial, commercial or intellectual property rights or his awards and distinctions;

(g) the consumer's rights, including the right to replacement or reimbursement under Directive 1999/44/EC of the European Parliament and of the Council of 25 May 1999 on certain aspects of the sale of consumer goods and associated guarantees (8), or the risks he may face.

 

2.   A commercial practice shall also be regarded as misleading if, in its factual context, taking account of all its features and circumstances, it causes or is likely to cause the average consumer to take a transactional decision that he would not have taken otherwise, and it involves:

 

(a) any marketing of a product, including comparative advertising, which creates confusion with any products, trade marks, trade names or other distinguishing marks of a competitor;

(b) non-compliance by the trader with commitments contained in codes of conduct by which the trader has undertaken to be bound, where:

 

(i) the commitment is not aspirational but is firm and is capable of being verified, and

(ii) the trader indicates in a commercial practice that he is bound by the code.

 

(c) any marketing of a good, in one Member State, as being identical to a good marketed in other Member States, while that good has significantly different composition or characteristics, unless justified by legitimate and objective factors.

 

 

Article 7. Misleading omissions

 

1. A commercial practice shall be regarded as misleading if, in its factual context, taking account of all its features and circumstances and the limitations of the communication medium, it omits material information that the average consumer needs, according to the context, to take an informed transactional decision and thereby causes or is likely to cause the average consumer to take a transactional decision that he would not have taken otherwise.

 

2. It shall also be regarded as a misleading omission when, taking account of the matters described in paragraph 1, a trader hides or provides in an unclear, unintelligible, ambiguous or untimely manner such material information as referred to in that paragraph or fails to identify the commercial intent of the commercial practice if not already apparent from the context, and where, in either case, this causes or is likely to cause the average consumer to take a transactional decision that he would not have taken otherwise.

 

3. Where the medium used to communicate the commercial practice imposes limitations of space or time, these limitations and any measures taken by the trader to make the information available to consumers by other means shall be taken into account in deciding whether information has been omitted.

 

4. In the case of an invitation to purchase, the following information shall be regarded as material, if not already apparent from the context:

 

(a) the main characteristics of the product, to an extent appropriate to the medium and the product;

(b) the geographical address and the identity of the trader, such as his trading name and, where applicable, the geographical address and the identity of the trader on whose behalf he is acting

(c) the price inclusive of taxes, or where the nature of the product means that the price cannot reasonably be calculated in advance, the manner in which the price is calculated, as well as, where appropriate, all additional freight, delivery or postal charges or, where these charges cannot reasonably be calculated in advance, the fact that such additional charges may be payable;

(d) the arrangements for payment, delivery, performance and the complaint handling policy, if they depart from the requirements of professional diligence;

(e) for products and transactions involving a right of withdrawal or cancellation, the existence of such a right;

(f) for products offered on online marketplaces, whether the third party offering the products is a trader or not, on the basis of the declaration of that third party to the provider of the online marketplace.

 

4a.  When providing consumers with the possibility to search for products offered by different traders or by consumers on the basis of a query in the form of a keyword, phrase or other input, irrespective of where transactions are ultimately concluded, general information, made available in a specific section of the online interface that is directly and easily accessible from the page where the query results are presented, on the main parameters determining the ranking of products presented to the consumer as a result of the search query and the relative importance of those parameters, as opposed to other parameters, shall be regarded as material. This paragraph does not apply to providers of online search engines as defined in point (6) of Article 2 of Regulation (EU) 2019/1150 of the European Parliament and of the Council.

 

5. Information requirements established by Community law in relation to commercial communication including advertising or marketing, a non-exhaustive list of which is contained in Annex II, shall be regarded as material.

 

6. Where a trader provides access to consumer reviews of products, information about whether and how the trader ensures that the published reviews originate from consumers who have actually used or purchased the product shall be regarded as material.

 

 

ANNEX I

 

Commercial practices which are in all circumstances considered unfair 

Marcoms-relevant only

 

1. Claiming to be a signatory to a code of conduct when the trader is not.

2. Displaying a trust mark, quality mark or equivalent without having obtained the necessary authorisation.

3. Claiming that a code of conduct has an endorsement from a public or other body which it does not have.

4. Claiming that a trader (including his commercial practices) or a product has been approved, endorsed or authorised by a public or private body when he/ it has not or making such a claim without complying with the terms of the approval, endorsement or authorisation.

5. Making an invitation to purchase products at a specified price without disclosing the existence of any reasonable grounds the trader may have for believing that he will not be able to offer for supply or to procure another trader to supply, those products or equivalent products at that price for a period that is, and in quantities that are, reasonable having regard to the product, the scale of advertising of the product and the price offered (bait advertising).

6. Making an invitation to purchase products at a specified price and then:

 

(a) refusing to show the advertised item to consumers; or

(b) refusing to take orders for it or deliver it within a reasonable time; or

(c) demonstrating a defective sample of it,

 

with the intention of promoting a different product (bait and switch).

 

7. Falsely stating that a product will only be available for a very limited time, or that it will only be available on particular terms for a very limited time, in order to elicit an immediate decision and deprive consumers of sufficient opportunity or time to make an informed choice.

9. Stating or otherwise creating the impression that a product can legally be sold when it cannot.

10. Presenting rights given to consumers in law as a distinctive feature of the trader's offer.

11. Using editorial content in the media to promote a product where a trader has paid for the promotion without making that clear in the content or by images or sounds clearly identifiable by the consumer (advertorial). This is without prejudice to Council Directive 89/552/EEC (1).

11a.  Providing search results in response to a consumer’s online search query without clearly disclosing any paid advertisement or payment specifically for achieving higher ranking of products within the search results.

13. Promoting a product similar to a product made by a particular manufacturer in such a manner as deliberately to mislead the consumer into believing that the product is made by that same manufacturer when it is not.

16. Claiming that products are able to facilitate winning in games of chance.

17. Falsely claiming that a product is able to cure illnesses, dysfunction or malformations.

18. Passing on materially inaccurate information on market conditions or on the possibility of finding the product with the intention of inducing the consumer to acquire the product at conditions less favourable than normal market conditions.

19. Claiming in a commercial practice to offer a competition or prize promotion without awarding the prizes described or a reasonable equivalent.

20. Describing a product as ‘gratis’, ‘free’, ‘without charge’ or similar if the consumer has to pay anything other than the unavoidable cost of responding to the commercial practice and collecting or paying for delivery of the item.

21. Including in marketing material an invoice or similar document seeking payment which gives the consumer the impression that he has already ordered the marketed product when he has not.

22. Falsely claiming or creating the impression that the trader is not acting for purposes relating to his trade, business, craft or profession, or falsely representing oneself as a consumer

23b.  Stating that reviews of a product are submitted by consumers who have actually used or purchased the product without taking reasonable and proportionate steps to check that they originate from such consumers.

23c.  Submitting or commissioning another legal or natural person to submit false consumer reviews or endorsements, or misrepresenting consumer reviews or social endorsements, in order to promote products.

 

Aggressive commercial practices

 

26. Making persistent and unwanted solicitations by telephone, fax, e-mail or other remote media except in circumstances and to the extent justified under national law to enforce a contractual obligation. This is without prejudice to Article 10 of Directive 97/7/EC and Directives 95/46/EC (2) and 2002/58/EC.

28. Including in an advertisement a direct exhortation to children to buy advertised products or persuade their parents or other adults to buy advertised products for them. This provision is without prejudice to Article 16 of Directive 89/552/EEC on television broadcasting.

31. Creating the false impression that the consumer has already won, will win, or will on doing a particular act win, a prize or other equivalent benefit, when in fact either:

 

  • there is no prize or other equivalent benefit, or
  • taking any action in relation to claiming the prize or other equivalent benefit is subject to the consumer paying money or incurring a cost.

 

 

 

2.2.1. Directive 98/6/EC on consumer protection in the indication of the prices of products offered to consumers

 

Article 2

 

For the purposes of this Directive:

 

(a) selling price shall mean the final price for a unit of the product, or a given quantity of the product, including VAT and all other taxes;

(b) unit price shall mean the final price, including VAT and all other taxes, for one kilogramme, one litre, one metre, one square metre or one cubic metre of the product or a different single unit of quantity which is widely and customarily used in the Member State concerned in the marketing of specific products;

(c) products sold in bulk shall mean products which are not pre-packaged and are measured in the presence of the consumer;

(d) trader shall mean any natural or legal person who sells or offers for sale products which fall within his commercial or professional activity;

(e) consumer shall mean any natural person who buys a product for purposes that do not fall within the sphere of his commercial or professional activity.

 

Article 3

 

1.  The selling price and the unit price shall be indicated for all products referred to in Article 1, the indication of the unit price being subject to the provisions of Article 5. The unit price need not be indicated if it is identical to the sales price.

2.   Member States may decide not to apply paragraph 1 to:

 

  • products supplied in the course of the provision of a service;
  • sales by auction and sales of works of art and antiques.

 

3.   For products sold in bulk, only the unit price must be indicated;

4.   Any advertisement which mentions the selling price of products referred to in Article 1 shall also indicate the unit price subject to Article 5.

 

Article 4

 

1.   The selling price and the unit price must be unambiguous, easily identifiable and clearly legible. Member States may provide that the maximum number of prices to be indicated be limited;

2.   The unit price shall refer to a quantity declared in accordance with national and Community provisions.

 

Where national or Community provisions require the indication of the net weight and the net drained weight for certain pre-packed products, it shall be sufficient to indicate the unit price of the net drained weight.

 

Article 5

 

1.   Member States may waive the obligation to indicate the unit price of products for which such indication would not be useful because of the products' nature or purpose or would be liable to create confusion.

2.   With a view to implementing paragraph 1, Member States may, in the case of non-food products, establish a list of the products or product categories to which the obligation to indicate the unit price shall remain applicable.

 

Article 6a

 

1.   Any announcement of a price reduction shall indicate the prior price applied by the trader for a determined period of time prior to the application of the price reduction.
2.   The prior price means the lowest price applied by the trader during a period of time not shorter than 30 days prior to the application of the price reduction.
3.   Member States may provide for different rules for goods which are liable to deteriorate or expire rapidly.
4.   Where the product has been on the market for less than 30 days, Member States may also provide for a shorter period of time than the period specified in paragraph 2.
5.   Member States may provide that, when the price reduction is progressively increased, the prior price is the price without the price reduction before the first application of the price reduction.

 

 

2.2.2. Extracts from UCPD

 

Article 6

Misleading actions

 

1.   A commercial practice shall be regarded as misleading if it contains false information and is therefore untruthful or in any way, including overall presentation, deceives or is likely to deceive the average consumer, even if the information is factually correct, in relation to one or more of the following elements, and in either case causes or is likely to cause him to take a transactional decision that he would not have taken otherwise:

 

 (d) the price or the manner in which the price is calculated, or the existence of a specific price advantage.

 

Article 7

Misleading omissions

 

4. In the case of an invitation to purchase, the following information shall be regarded as material, if not already apparent from the context:

 

(a) the main characteristics of the product, to an extent appropriate to the medium and the product;

(b) the geographical address and the identity of the trader, such as his trading name and, where applicable, the geographical address and the identity of the trader on whose behalf he is acting;

(c) the price inclusive of taxes, or where the nature of the product means that the price cannot reasonably be calculated in advance, the manner in which the price is calculated, as well as, where appropriate, all additional freight, delivery or postal charges or, where these charges cannot reasonably be calculated in advance, the fact that such additional charges may be payable.

 

Annex I

 

5. Making an invitation to purchase products at a specified price without disclosing the existence of any reasonable grounds the trader may have for believing that he will not be able to offer for supply or to procure another trader to supply, those products or equivalent products at that price for a period that is, and in quantities that are, reasonable having regard to the product, the scale of advertising of the product and the price offered (bait advertising).

6. Making an invitation to purchase products at a specified price and then:

 

(a) refusing to show the advertised item to consumers; or

(b) refusing to take orders for it or deliver it within a reasonable time; or

(c) demonstrating a defective sample of it,

 

with the intention of promoting a different product ('bait and switch').

 

 

......................................................................................

 

 

2.2.3. Pricing-related extracts from the ICC Advertising and Marketing Communications Code:

http://www.g-regs.com/downloads/ICCPricingextracts.pdf

 

 

 

2.2.4.The AVMS Directive and amend 

 

https://eur-lex.europa.eu/legal-content/EN/TXT/?uri=CELEX%3A02010L0013-20181218

Content rules excluding alcohol (see pt. 1.5 above) in audiovisual commercial communications

 

Article 9

 

  1. Member States shall ensure that audiovisual commercial communications provided by media service providers under their jurisdiction comply with the following requirements:

 

  1. audiovisual commercial communications shall be readily recognisable as such; surreptitious audiovisual commercial communication shall be prohibited;
  2. audiovisual commercial communications shall not use subliminal techniques;
  3. audiovisual commercial communications shall not;

 

  1. prejudice respect for human dignity;
  2. include or promote any discrimination based on sex, racial or ethnic origin, nationality, religion or belief, disability, age or sexual orientation;
  3. encourage behaviour prejudicial to health or safety;
  4. encourage behaviour grossly prejudicial to the protection of the environment.

 

  1. all forms of audiovisual commercial communications for cigarettes and other tobacco products, as well as for electronic cigarettes and refill containers, shall be prohibited;
  2. audiovisual commercial communications for alcoholic beverages shall not be aimed specifically at minors and shall not encourage immoderate consumption of such beverages;
  3. audiovisual commercial communications for medicinal products and medical treatment available only on prescription in the Member State within whose jurisdiction the media service provider falls shall be prohibited;
  4. audiovisual commercial communications shall not cause physical, mental or moral detriment to minors; therefore, they shall not directly exhort minors to buy or hire a product or service by exploiting their inexperience or credulity, directly encourage them to persuade their parents or others to purchase the goods or services being advertised, exploit the special trust minors place in parents, teachers or other persons, or unreasonably show minors in dangerous situations.

 

  1. Audiovisual commercial communications for alcoholic beverages in on-demand audiovisual media services, with the exception of sponsorship and product placement, shall comply with the criteria set out in Article 22 (see pt. 1.5 above).

 

The AVMS Directive includes some further new provisions from Directive 2018/1808 which may have implications for food and alcohol advertising in particular. See the extracted clauses here, in particular article 4

 

 

 

..........................................................................

C. Channel Rules

1. TV/Radio/VOD

Sector

Section C

 

 

  • The Content rules set out in Section B apply in this channel, both the sector-specific rules and the ‘general’ rules that apply to all sectors, Alcohol included. The principal source of rules is the Brazilian Code of Advertising Self-Regulation (EN)
  • Warning messages are generally required in these channels. Formatting rules are here, and exceptions are here 
  • Radio commercials require warning messages: 'any of such messages shall be broadcast during a time fraction sufficient for their slow and understandable locution'
  • Article 2, Brazilian Code of Advertising Self-Regulation Exhibits A, P and T (i.e. applicable to all forms of alcoholic beverages), Principle of Protection to Children and Adolescents: 'The advertising shall not have children and adolescents as target public.'
  • Law 9.294 under article 4 requires that advertising of alcoholic beverages as defined Definition In excess of 13 degree Gay Lussac i.e. ABV only be permitted between the hours of 9:00 p.m. and 6:00 a.m. This requirement is largely echoed in Exhibit A of the Code linked above, whose scope is 'alcoholic beverages, either fermented, distilled, rectified or obtained by mixture, usually served in doses.' The Code's specific clauses from article 4 Exhibit A are:

 

  • Broadcasting schedule: The hours for broadcasting any ads in Radio and TV, including Pay TV, are subject to the following rules:
  • 1. regular programming: ads, spots, video inserts, rocket lines, characterization of sponsorship, vignettes and messages of other nature, including merchandising or indirect advertising, virtual advertising and calls for the respective programs shall only be broadcast from 9:30 p.m. to 6:00 a.m. (local time)
  • 2. sponsored broadcasting of events that are not part of regular or routine programming: the respective calls and sponsorship characterization shall be restricted to identify the brand and/or manufacturer, slogan or promotional phrase, without recommendation of product consumption. Calls in such configuration are admitted (permitted) anytime

 

  • It is not clear whether the broadcast restrictions/ requirements set out immediately above apply nationally to other forms of alcoholic beverages, i.e. those under Exhibits P and T; see point 1.2 under our preceding Content Section B. Broadcasters will confirm

 

 

 

 

..........................................................................................

General

International

SECTION C TV/AV AND RADIO

 

 

EASA Jan 2024 update on the AVMSD

 

APPLICABLE SELF-REGULATION AND LEGISLATION

 

  • These rules are ‘general’ cross-border regulations, i.e. channel rules that apply to product sectors that do not attract particular restrictions in, for example, youth programming; rules for channel-sensitive product sectors such as alcohol or gambling can be found under their respective headings on the main website
  • For content rules in all channels, refer to the earlier content section B. The principal source of general international content rules is the ICC Advertising and Marketing Communications Code (EN), which applies to all channels. Where there are content rules specific to the channels in this section, we show them below
  • Chapter B of the ICC Code linked above covers media sponsorship (Art. B12). The rules do not include product placement
  • The Audiovisual Media Services (AVMS) Directive 2010/13/EU is the key legislation; this was significantly amended by Directive 2018/1808, whose 'headline' was new rules for Video Sharing platforms (VSPS), but which made some other fairly significant amends to the AV framework, albeit none that had a notable impact on the content of commercial communications. The Directive's new/ adjusted rules in that context are assembled here and there's a helpful June 2021 commentary from Simmons & Simmons/ Lexology here and their June 2022 version is here. Some provisions are shown below

 

SPONSORSHIP (from the ICC Code) 

 

Article B12: Media sponsorship

 

  • The content and scheduling of sponsored media properties should not be unduly influenced by the sponsor so as to compromise the responsibility, autonomy or editorial independence of the broadcaster, programme producer or media owner, except to the extent that the sponsor is permitted by relevant legislation to be the programme producer or co-producer, media owner or financier
  • Sponsored media properties should be identified as such by presentation of the sponsor’s name and/or logo at the beginning, during and/or at the end of the programme or publication content. This also applies to online material
  • Particular care should be taken to ensure that there is no confusion between sponsorship of an event or activity and the media sponsorship of that event, especially where different sponsors are involved

LEGISLATION KEY CLAUSES 

 

Note: The AVMS Directive is the source of rules for e.g. programme sponsorship and product placement. Observation of those rules is largely the responsibility of the media owners, so we don’t set them out below. They are available from the linked AVMS Directive (consolidated version following 2018/1808 amends, shown in red below) and under our General sector. Clauses below are those most relevant to advertising content

 

Article 9

 

1. Member States shall ensure that audiovisual commercial communications provided by media service providers under their jurisdiction comply with the following requirements:

 

  1. Audiovisual commercial communications shall be readily recognisable as such. Surreptitious audiovisual commercial communication shall be prohibited
  2. Audiovisual commercial communications shall not use subliminal techniques
  3. Audiovisual commercial communications shall not:

 

  1. Prejudice respect for human dignity
  2. Include or promote any discrimination based on sex, racial or ethnic origin, nationality, religion or belief, disability, age or sexual orientation
  3. Encourage behaviour prejudicial to health or safety
  4. Encourage behaviour grossly prejudicial to the protection of the environment

 

  1. All forms of audiovisual commercial communications for cigarettes and other tobacco products, as well as for electronic cigarettes and refill containers shall be prohibited;
    shall be prohibited
  2. Audiovisual commercial communications for alcoholic beverages shall not be aimed specifically at minors and shall not encourage immoderate consumption of such beverages
  3. Audiovisual commercial communication for medicinal products and medical treatment available only on prescription in the Member State within whose jurisdiction the media service provider falls shall be prohibited
  4. Audiovisual commercial communications shall not cause physical or moral detriment to minors. Therefore they shall not directly exhort minors to buy or hire a product or service by exploiting their inexperience or credulity, directly encourage them to persuade their parents or others to purchase the goods or services being advertised, exploit the special trust minors place in parents, teachers or other persons, or unreasonably show minors in dangerous situations

 

2. Member States and the Commission shall encourage media service providers to develop codes of conduct regarding inappropriate audiovisual commercial communications, accompanying or included in children’s programmes, of foods and beverages containing nutrients and substances with a nutritional or physiological effect, in particular those such as fat, trans-fatty acids, salt/sodium and sugars, excessive intakes of which in the overall diet are not recommended. See 4. below

 

2.  Audiovisual commercial communications for alcoholic beverages in on-demand audiovisual media services, with the exception of sponsorship and product placement, shall comply with the criteria set out in Article 22.
3.  Member States shall encourage the use of co-regulation and the fostering of self-regulation through codes of conduct as provided for in Article 4a (1) regarding inappropriate audiovisual commercial communications for alcoholic beverages. Those codes shall aim to effectively reduce the exposure of minors to audiovisual commercial communications for alcoholic beverages.

4.  Member States shall encourage the use of co-regulation and the fostering of self-regulation through codes of conduct as provided for in Article 4a (1) regarding inappropriate audiovisual commercial communications, accompanying or included in children's programmes, for foods and beverages containing nutrients and substances with a nutritional or physiological effect, in particular fat, trans-fatty acids, salt or sodium and sugars, of which excessive intakes in the overall diet are not recommended.
Those codes shall aim to effectively reduce the exposure of children to audiovisual commercial communications for such foods and beverages. They shall aim to provide that such audiovisual commercial communications do not emphasise the positive quality of the nutritional aspects of such foods and beverages.
5.  Member States and the Commission may foster self-regulation, for the purposes of this Article, through Union codes of conduct as referred to in Article 4a (2).

 

Article 4a is found here 

 

 

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Read more

2. Cinema/Press/Outdoor

Sector

 

 

RULES APPLICABLE TO ALL THREE CHANNELS 

 

  • The Content rules set out in Section B apply in these channels, both the sector-specific rules and the ‘general’ rules that apply to all sectors, Alcohol included. The principal source of rules is the Brazilian Code of Advertising Self-Regulation  (EN)
  • Warning messages are generally required in these channels. Formatting rules are here, and exceptions are here. The formatting rules in the linked document show requirements for Print and Outdoor advertising as well as audiovisual media 
  • Article 2, Brazilian Code of Advertising Self-Regulation Exhibits A, P and T (i.e. applicable to all forms of alcoholic beverages), Principle of Protection to Children and Adolescents: 'The advertising shall not have children and adolescents as target public.'
 
 

CINEMA

 

  • Art. 9 Exhibit A and 8 Exhibits P and T: In cinemas, theaters and show rooms the ads shall take into account the provision of item 2, “c” hereinabove; this item is from the principle of protection to children and adolescents; clause 'c' is: 
  • 'media planning shall consider such principle and, therefore, shall reflect the proper technical and ethical restrictions and caution. Accordingly, the ad may only be inserted in programming, publication or web site especially intended to persons of age. In case of any eventual difficulty to evaluate the prevailing public, a programming that better serves the purpose of protecting children and adolescents shall be adopted.'
 

PRINT 

 
  • There are no content rules specific to the print channel except those for 'sales points' under article 10 in Exhibits A and and P and article 9 Exhibit T: The advertising in sales points shall be addressed to adult public, containing a warning that the product is destined only to adults. Any ads inserted in the service equipment, meaning tables, chairs, refrigerators, lighted panels, etc. shall not contain consumption appeal and, for such reason, are released from including the warning clause
  • Warning message formatting for Newspaper and Magazine advertising is shown in the linked document under the header above 
  • Article 1.7. of Exhibits A, P and T under Resolution 01/08 (the Warning Message resolution): Posters, banners and panels of sales points - further to the 'warning clause' of moderation, mentioned in item 5 of Exhibit “A”, the following sentence shall also be included, in a legible manner, in colors that contrast with the background of the ad: “SALE AND CONSUMPTION PROHIBITED TO MINORS OF 18”.
 
 

OUTDOOR

 
  • Art. 6 Exhibit A and 5 Exhibits P and T (i.e. applies to all alcoholic beverages). Outdoor advertising and similar: Since they reach all ages without technical possibility of segmentation, the commercials broadcast in outdoors, indoors, places of heavy circulation, screens and electronic panels, back and front lights, building panels, busdoors, in collective transportation vehicles, vehicles used for distribution of the product; pieces of urban furniture and similar, etc, whatever the communication means and the support used may be, shall be restricted to exhibition of the, brand and/or slogan, without consumption appeal, provided that the warning is included
  • Warning message formatting for Outdoor advertising is shown in the linked document under the header above 
  • Article 1.7. of Exhibits A, P and T under Resolution 01/08 (the Warning Message resolution):Posters, banners and panels of sales points - further to the 'warning clause' of moderation, mentioned in item 5 of Exhibit “A”, the following sentence shall also be included, in a legible manner, in colors that contrast with the background of the ad: “SALE AND CONSUMPTION PROHIBITED TO MINORS OF 18”.

 

 

 

.............................................................................

General

International

SECTION C: CINEMA, PRINT, OUTDOOR

 

 

Applicable self-regulation and legislation 

 

  • These rules are ‘general’ cross-border regulations, i.e. channel rules that apply to product sectors that do not attract particular restrictions in, for example, youth publications or films for children; rules for channel-sensitive product sectors such as alcohol or gambling can be found under their respective headings on the main website
  • For content rules in all channels, refer to the earlier content section B. The principal source of general international content rules is the ICC Advertising and Marketing Communications Code (EN), which applies to all channels. Where there are content rules specific to the channels in this section, we show them below. In the context of ‘Native’ advertising in particular, articles 7 and 8 of the ICC Code shown below are relevant
  • The Unfair Commercial Practices Directive 2005/29/EC; re native advertising in particular in print, and all provisions related to misleadingness etc. apply in all media; some clauses below
  • In terms of channel rules, Chapter B (Sponsorship) of the ICC Code will apply; article B12 (shown below)

 

Refer to Content Section B for provisions; of particular relevance below:

 

Identification and transparency (Art. 7)

 

  • Marketing communications should be clearly distinguishable as such, whatever their form and whatever the medium used. When an advertisement, including so-called “native advertising”, appears in a medium containing news or editorial matter, it should be so presented that it is readily recognisable as an advertisement and where appropriate, labelled as such. The true commercial purpose of marketing communications should be transparent and not misrepresent their true commercial purpose. Hence, a communication promoting the sale of a product should not be disguised as, for example, market research, consumer surveys, user-generated content, private blogs, private postings on social media or independent reviews.

 

Identity of the marketer (Art. 8)

 

  • The identity of the marketer should be transparent. Marketing communications should, where appropriate, include contact information to enable the consumer to get in touch with the marketer without difficulty. The above does not apply to communications with the sole purpose of attracting attention to communication activities to follow (e.g. so-called 'teaser advertisements').

 

Legislation key clauses 

 

Annex I of the UCPD 

 

11. Using editorial content in the media to promote a product where a trader has paid for the promotion without making that clear in the content or by images or sounds clearly identifiable by the consumer (advertorial). This is without prejudice to Council Directive 89/552/EEC (1)

22. Falsely claiming or creating the impression that the trader is not acting for purposes relating to his trade, business, craft or profession, or falsely representing oneself as a consumer

 

 

Article B12 Media sponsorship

 

  • The content and scheduling of sponsored media properties should not be unduly influenced by the sponsor so as to compromise the responsibility, autonomy or editorial independence of the broadcaster, programme producer or media owner, except to the extent that the sponsor is permitted by relevant legislation to be the programme producer or co-producer, media owner or financier
  • Sponsored media properties should be identified as such by presentation of the sponsor’s name and/or logo at the beginning, during and/or at the end of the programme or publication content. This also applies to online material
  • Particular care should be taken to ensure that there is no confusion between sponsorship of an event or activity and the media sponsorship of that event, especially where different sponsors are involved

 

 

...........................................................................

3. Online Commercial Communications

Sector

 

  • The Content rules set out in Section B apply online, both the sector-specific rules and the ‘general’ rules that apply to all sectors, Alcohol included. The principal source of rules is the Brazilian Code of Advertising Self-Regulation  (EN)
  • Article 2, Brazilian Code of Advertising Self-Regulation Exhibits A, P and T (i.e. applicable to all forms of alcoholic beverages), Principle of Protection to Children and Adolescents: 'The advertising shall not have children and adolescents as target public.'
  • Warning messages are generally required in this channel. Formatting rules are here, and exceptions are here 
  • Specifically, Article 1.6. of Exhibits A, P and T under Resolution 01/08 (the Warning Message resolution): 'Internet – the warning shall integrate the advertisement, whatever the adopted manner may be', and
  • Clause d under article 5 in Exhibit A, and article 4 in Exhibits P and T (i.e. applies to all alcoholic beverages): in videos broadcast through Internet and telephony, the warning shall follow the same restrictions adopted for TV

  • From Article 2 of Exhibits A, P and T, i.e. applicable to all forms of alcoholic beverages, of the Brazilian Code of Advertising Self-Regulation - Principle of Protection to Children and Adolescents - clause c. 'media planning shall consider such principle and, therefore, shall reflect the proper technical and ethical restrictions and caution. Accordingly, the ad may only be inserted in programming, publication or website especially intended to persons of age. In case of any eventual difficulty to evaluate the prevailing public, a programming that better serves the purpose of protecting children and adolescents shall be adopted; and 

  • Clause d. websites of most products that fit into the category dealt with herein shall contain a provision for selective access, so as to prevent navigation by minors

  • The general channel rules, i'e. those for all sectors Alcohol included, also apply; these are set out below under the General tab and include statutory consent and information requirements in most digital media
  • The Commercial Communication of Alcoholic Beverages in the Digital Universe (EN) from the trade association ABRABE sets out best practice in a number of digital media / techniques in alcohol marketing

 

 

 

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General

International

SECTION C: ONLINE COMMERCIAL COMMUNICATIONS

 

 

Meta and self-regulation December 2023 

 

CONTEXT

 

This particular section provides the broad regulatory picture for the commercial digital environment. More specific channel rules such as those for email, OBA, Social Networks etc., follow. As the boundaries online can be less clear, and as a considerable amount of space online is advertiser-owned, there’s greater focus on the identification of advertising, as advertising is in remit (i.e. subject to the rules) online in owned and (some) earned space as well as paid

 

APPLICABLE SELF-REGULATION, LEGISLATION AND GUIDANCE 

 

 

Legislation

 

Online Deals Do's And Don'ts For Online Business Under EU Law

Logan & partners/ Mondaq November 28, 2023

 

  • Directive 2002/58/EC on privacy and electronic communications
  • Directive 2000/31/EC on electronic commerce

  • Regulation 2016/679/EU on the processing of personal data (GDPR) 

  • Directive 2018/1808 amending AVMS Directive 2010/13/EU 

Also be aware of:

The Digital Services Act, a legislative proposal by the European Commission to modernise the e-Commerce Directive regarding illegal content, transparent advertising, and disinformation

The Digital Markets Act, an EU regulation proposal under consideration by the European Commission. The DMA intends to ensure a higher degree of competition in European Digital Markets, by preventing large companies from abusing their market power and by allowing new players to enter the market

The e-Privacy Regulation 'is a proposal for the regulation of various privacy-related topics, mostly in relation to electronic communications within the European Union.' It is intended to replace the Directive on Privacy and Electronic Communications (Directive 2002/58/EC)

Here's a helpful March 2022 fact sheet on the DSA from the EDAA and on the DMA from Hunton Andrews Kurth

And The DSA: Consequences of the use of digital advertising from Dentons/ Lex August 30, 2022 covers the significant implications of this EU legislation on the advertising industry

And some implications from the EU's Digital Services Act are set out here by Lewis Silkin/ Lex October 21, 2022 

 

Self-regulatory clauses 

 

Chapter C ICC Code; Direct Marketing and Digital Marketing Communications (extracts) 

 

C1. Identification and transparency

 

  • Marketing communications should be properly identified as such in accordance with Article 7 of the General Provisions. Subject descriptors should be accurate and the commercial nature of the communication should be transparent to the consumer
  • Where a marketer has created or offered consideration for a product endorsement or review, the commercial nature should be transparent. In such cases, the endorsement or review should not state or imply that it is from or conferred by an individual consumer or independent body
  • Marketers should take appropriate steps to ensure that the commercial nature of the content of a social network site or profile under the control or influence of a marketer is clearly indicated and that the rules and standards of acceptable commercial behaviour in these networks are respected
  • Any image, sound or text which, by its size, volume or any other visual characteristic, is likely to materially reduce or obscure the legibility and clarity of the offer should be avoided

 

C2. Identity of the marketer

 

  • The identity of the marketer and/ or operator and details of where and how they may be contacted should be given in the offer, so as to enable the consumer to communicate directly and effectively with them. This information should be where technically feasible available in a way which the consumer could access and keep, i.e. via a separate document offline, an online or downloadable document, email or SMS or log-in account; it should not, for example, appear only on an order form which the consumer is required to return.
  • At the time of delivery of the product, the marketer’s full name, address, e-mail and phone number should be supplied to the consumer
 

C7. Marketing communications and children

 

  • Parents and/or guardians should be encouraged to participate in and/or supervise their children’s interactive activities
  • Personal data about individuals known to be children should only be disclosed to third parties after obtaining consent from a parent or legal guardian or where disclosure is authorised by law. Third parties do not include agents or others who provide support for operational purposes of the website and who do not use or disclose a child’s personal information for any other purpose
  • Websites devoted to products or services that are subject to age restrictions such as alcoholic beverages, gambling and tobacco products should undertake measures, such as age screens, to restrict access to such websites by minors
  • Digital marketing communications directed at children in a particular age group should be appropriate and suitable for such children

 

C10. Respect for the potential sensitivities of a global audience

 

  • Marketers should strive to avoid causing offense by respecting social norms, local culture and tradition in markets where they are directing marketing communications. Given the global reach of electronic networks, and the variety and diversity of possible recipients, marketers should take steps to align their marketing communications with the principles of social responsibility contained in the General Provisions

 

 

Legislative clauses

 

Directive 2002/58/EC; Article 13

Unsolicited communications

 

  1. The use of automated calling systems without human intervention (automatic calling machines), facsimile machines (fax) or electronic mail for the purposes of direct marketing may only be allowed in respect of subscribers who have given their prior consent
  2. Notwithstanding paragraph 1, where a natural or legal person obtains from its customers their electronic contact details for electronic mail, in the context of the sale of a product or a service, in accordance with Directive 95/46/EC*, the same natural or legal person may use these electronic contact details for direct marketing of its own similar products or services provided that customers clearly and distinctly are given the opportunity to object, free of charge and in an easy manner, to such use of electronic contact details when they are collected and on the occasion of each message in case the customer has not initially refused such use
  3. Member States shall take appropriate measures to ensure that, free of charge, unsolicited communications for purposes of direct marketing, in cases other than those referred to in paragraphs 1 and 2, are not allowed either without the consent of the subscribers concerned or in respect of subscribers who do not wish to receive these communications, the choice between these options to be determined by national legislation
  4. In any event, the practice of sending electronic mail for purposes of direct marketing disguising or concealing the identity of the sender on whose behalf the communication is made, or without a valid address to which the recipient may send a request that such communications cease, shall be prohibited
  5. Paragraphs 1 and 3 shall apply to subscribers who are natural persons. Member States shall also ensure, in the framework of Community law and applicable national legislation, that the legitimate interests of subscribers other than natural persons with regard to unsolicited communications are sufficiently protected

* Now repealed; GDPR applies 

 

 

Directive 2000/31/EC: article 5

 

General information to be provided

 

  1. In addition to other information requirements established by Community law, Member States shall ensure that the service provider shall render easily, directly and permanently accessible to the recipients of the service and competent authorities, at least the following information:
     

(a) The name of the service provider

(b) The geographic address at which the service provider is established

(c) The details of the service provider, including his electronic mail address, which allow him to be contacted rapidly and communicated with in a direct and effective manner

(d) Where the service provider is registered in a trade or similar public register, the trade register in which the service provider is entered and his registration number, or equivalent means of identification in that register

(e) Where the activity is subject to an authorisation scheme, the particulars of the relevant supervisory authority

(f) As concerns the regulated professions:
 

- any professional body or similar institution with which the service provider is registered

- the professional title and the Member State where it has been granted

- a reference to the applicable professional rules in the Member State of establishment and the means to access them
 

(g) Where the service provider undertakes an activity that is subject to VAT, the identification number referred to in Article 22(1) of the sixth Council Directive 77/388/EEC of 17 May 1977 on the harmonisation of the laws of the Member States relating to turnover taxes - Common system of value added tax: uniform basis of assessment(29)
 

  1. In addition to other information requirements established by Community law, Member States shall at least ensure that, where information society services refer to prices, these are to be indicated clearly and unambiguously and, in particular, must indicate whether they are inclusive of tax and delivery costs

 

 

Section 2: Commercial communications

 

Article 6

 

Information to be provided: In addition to other information requirements established by Community law, Member States shall ensure that commercial communications which are part of, or constitute, an information society service comply at least with the following conditions:

 

  1. The commercial communication shall be clearly identifiable as such
  2. The natural or legal person on whose behalf the commercial communication is made shall be clearly identifiable
  3. Promotional offers, such as discounts, premiums and gifts, where permitted in the Member State where the service provider is established, shall be clearly identifiable as such, and the conditions which are to be met to qualify for them shall be easily accessible and be presented clearly and unambiguously
  4. Promotional competitions or games, where permitted in the Member State where the service provider is established, shall be clearly identifiable as such, and the conditions for participation shall be easily accessible and be presented clearly and unambiguously

 

Article 7

Unsolicited commercial communication

 

  1. In addition to other requirements established by Community law, Member States which permit unsolicited commercial communication by electronic mail shall ensure that such commercial communication by a service provider established in their territory shall be identifiable clearly and unambiguously as such as soon as it is received by the recipient
  2. Without prejudice to Directive 97/7/EC and Directive 97/66/EC, Member States shall take measures to ensure that service providers undertaking unsolicited commercial communications by electronic mail consult regularly and respect the opt-out registers in which natural persons not wishing to receive such commercial communications can register themselves

 

Directive 2018/1808 amending the AVMS Directive 

 

  • Extends rules across online platforms (provided that the service qualifies as an audiovisual media service or video sharing platform); the key amends to the Directive's content rules are assembled here

  • For video sharing platforms, articles 28a and 28b in the Directive linked above apply. We recommend perusal. From a commercial communications perspective, the key new ingredients are that article 9 of the AVMSD applies (found here) and that video-sharing platform providers 'clearly inform users where programmes and user-generated videos contain audiovisual commercial communications' - where they are aware of those - and provide a facility for those uploading also to declare the presence of commercial communications  

 

Guidance

 

European Data Protection Board / Article 29 Working Party

 

  • Working Document 02/2013 providing guidance on obtaining consent for cookies here
  • Opinion 15/2011 on the definition of consent here
  • May 2020 Guidelines on Consent under Regulation 2016/679 here

 

 

EASA Digital Marketing Communications Best Practice Recommendation. This document:

 

  • Recognises the global nature of digital media and the need to develop a coordinated response across EASA’s membership
  • Provides clear guidance to EASA’s SRO members on how to determine whether content under review is a marketing communication in the digital space
  • Encourages local SROs and advertising industry representatives to ensure that the self-regulatory remit at national level is aligned with the recommendations set out in this document
  • Identifies a non-exhaustive list of digital marketing communications practices which are recommended to be in the SRO’s remit
  • Identifies forms of digital content which lie outside of SRO’s remit under all circumstances

 

 

 

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Read more

4. Cookies & OBA

Sector

 

COOKIES 

 

  • There are no Cookie rules specific to the Alcohol sector. Clearly, any cookie placement would need to recognise the sensitivities towards any targeting of younger people vis. Article 2, Brazilian Code of Advertising Self-Regulation (all Alcohol Exhibits), Principle of Protection to Children and Adolescents: The advertising shall not have children and adolescents as target public

 

 

OBA

 

  • OBA is the same as any other advertising in the sense that it must observe the Content and targeting rules applicable to the sector or country or both, thus
  • The Content rules set out in Section B apply in this channel, both the sector-specific rules and the ‘general’ rules that apply to all sectors, Alcohol included. The principal source of rules is the Brazilian Code of Advertising Self-Regulation (EN) 
  • Article 2, Brazilian Code of Advertising Self-Regulation Exhibits A, P and T (i.e. applicable to all forms of alcoholic beverages), Principle of Protection to Children and Adolescents: 'The advertising shall not have children and adolescents as target public.'
  • Warning messages are generally required in this channel. Formatting rules are here, and exceptions are here 
  • The Commercial Communication of Alcoholic Beverages in the Digital Universe (EN) from the trade association ABRABE sets out best practice in a number of digital media / techniques in alcohol marketing

 

 

 

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General

International

SECTION C: COOKIES AND OBA

 

 

NEWS/ COMMENTARY

 

'It’s time to move': Google on Global Ads on cookie deprecation, privacy regulation, AI

Campaign Asia February 29, 2024

Consent Rules Apply to Broader Range of Tracking Technologies

McDermott Will &Emery January 18, 2024

EASA Jan 2024 update on the Commission's cookie pledge and GDPR

New EDPB guidelines on the scope of the ‘cookie rule’. DLA Piper Nov 22, 2023

Guidelines here. This is re technical scope 

'Reject All' button in cookie consent banners - An update from the UK and the EU

Reed Smith LLP/ Lex November 8, 2023

Data Privacy Landscape in the EU. Simmons + Simmons October 25, 2023*

Covers interplay between the AI act, the DSA and GDPR 

Files prior to the above date here 

 

1. COOKIES

 

Applicable legislation, self-regulation and guidance 

Note that legislation is implemented in member states, sometimes with nuance 

 

 

Article 29/EDPB Working Party documents

 

  • Working Document 02/2013 providing guidance on obtaining consent for cookies here
  • Opinion 04/2012 on Cookie Consent Exemption here
  • Opinion 15/2011 on the definition of consent here
  • May 2020 Guidelines on Consent under Regulation 2016/679 here
  • Opinion 5/2019 on the interplay between the ePrivacy Directive and the GDPR here

 

As of 25 May 2018 the Article 29 Working Party ceased to exist and has been replaced by the European Data Protection Board (EDPB). Article 29 WP documents remain valid

 

Legislation

 

Directive on privacy and electronic communications 2002/58/EC as amended by Directive 2009/136/EC

 

  • Member States shall ensure that the use of electronic communications networks to store information or to gain access to information stored in the terminal equipment of a subscriber or user is only allowed on condition that the subscriber or user concerned is provided with clear and comprehensive information in accordance with Directive 95/46/EC, inter alia about the purposes of the processing, and is offered the right to refuse such processing by the data controller. This shall not prevent any technical storage or access for the sole purpose of carrying out or facilitating the transmission of a communication over an electronic communications network, or as strictly necessary in order to provide an information society service explicitly requested by the subscriber or user (Art. 5.3)

 

GDPR

 

  • The introduction of the GDPR 2016/679 from May 25, 2018: in the event that cookies that identify individuals are deployed, then GDPR lawful processing rules apply. GDPR/ privacy issues should be overseen by legal advisors

 

2. OBA 

 

EDAA launches new solution to DSA ad transparency requirements

EDPB ban on Meta processing personal data for behavioural advertising

DAC Beachcroft/ Lex December 6, 2023. EDPB here

Privacy Challenges For Digital Advertising, Particularly In Europe

Squire Patton Boggs 22 November, 2023

The Future Of Behavioral Advertising In Europe And The United States
InfoLawGroup LLP/ Lex. November 20, 2023

European Union: Targeted advertising on social networks: Is consent mandatory? (EN)
Haas Avocats 19 September 2023

 

Applicable regulation and opinion

 

 

Application of notice and choice provisions

  • Any third party participating in OBA should adhere to principles of notice and user control as set out below
  • Transparency of data information collection and use, and the ability for users and consumers to choose whether to share their data for OBA purposes is vital
  • The following guidance provides further clarification for how these principles apply to OBA

 

C22.1. Notice

  • Third parties and website operators should give clear and conspicuous notice on their websites describing their OBA data collection and use practices
  • Such notice should include clear descriptions of the type of data and purpose for which it is being collected and an easy to use mechanism for exercising choice with regard to the collection and use of the data for OBA purposes
  • Notice should be provided through deployment of one or multiple mechanisms for clearly disclosing and informing Internet users about data collection and use practices

 

C22.2. User control

  • Third parties should make available a mechanism for web users to exercise their choice with respect to the collection and use of data for OBA purposes and the transfer of such data to third parties for OBA. Such choice should be available via a link from the notice mechanisms described in footnote 9 (Note: footnote 9 does not appear to relate; waiting for feedback from the ICC)

 

C22.5. Data security

  • Appropriate physical, electronic, and administrative safeguards to protect the data collected and used for IBA purposes should be maintained at all times
  • Data that is collected and used for IBA should only be retained for as long as necessary for the business purpose stated in the consent

 

C22.6 Children

  • Segments specifically designed to target children for IBA purposes should not be created without appropriate parental consent

 

C22.7. Sensitive data segmentation

  • In general, companies should not create or use IBA segments based on sensitive data.Those seeking to create or use such IBA segments relying on use of sensitive data as defined under applicable law should obtain a web user’s explicit consent, prior to engaging in IBA using that information

 

 

Opinion/ guidance 

 

Article 29 Working Party* documents

 

 

*As of 25 May 2018 the Article 29 Working Party ceased to exist and has been replaced by the European Data Protection Board (EDPB). Article 29 WP documents remain valid

 

European self-regulatory programme for OBA

 

  • A good number of companies and organisations in Europe are engaged in the European self-regulatory programme for OBA, administered by the European Interactive Digital Advertising Alliance (EDAA http://www.edaa.eu). The OBA Icon, which can be found on digital advertising and on web pages to signal that OBA is on those sites, is licensed to participating companies by the EDAA. The consumer is provided with a link to the OBA Consumer Choice Platform - http://www.youronlinechoices.eu/ - a pan-European website with information on how data is used, a mechanism to ‘turn off’ data collection and use, and a portal to connect with national Self-Regulatory Organisations for consumer complaint handling
  • EDAA has published their latest (2021) European Advertising Consumer Research Report, which provides an overview of respondents’ attitudes and awareness of the European Self-Regulatory Programme for Online Behavioural Advertising (OBA) in ten European markets (Belgium, France, Great Britain, Germany, Ireland, Italy, Poland, Romania, Spain & Sweden). Read the full report here

 

 
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Read more

5. Emails & SMS

Sector

 
  • The Content rules set out in Section B apply in this channel, both the sector-specific rules and the ‘general’ rules that apply to all sectors, Alcohol included. The principal source of rules is the Brazilian Code of Advertising Self-Regulation (EN)
  • Warning messages are generally required in this channel, though that will depend on the form the advertising takes. Formatting rules are here, and exceptions are here 
  • Article 2, Brazilian Code of Advertising Self-Regulation Exhibits A, P and T (i.e. applicable to all forms of alcoholic beverages), Principle of Protection to Children and Adolescents: 'The advertising shall not have children and adolescents as target public.'
  • The general channel rules also apply; these are set out below under the General tab and include statutory consent and information requirements
  • The Commercial Communication of Alcoholic Beverages in the Digital Universe (EN) from the trade association ABRABE sets out best practice in a number of digital media / techniques in alcohol marketing. There follow some key extracts relevant to this medium (it's recommended to check the full Guide):
 
 
2.3. PRIVACY. ABRABE and its members must always respect the privacy of their users
 
  • a. Collection of data We recommend that all email addresses be collected only with consent and that the "Terms and Conditions" of use of this information be available online. We suggest adopting the procedure of including a box in the registration form. As a standard, we recommend that this area be always displayed blank such that users must actively check it to express their interest in providing their email address
  • b. Sending of information. The marketing content will only be sent to users after their authorization and in accordance with the "Terms and Conditions" of the service. We also suggest that communication through email be made from a valid and active email address that can receive replies from users. The option for users to remove their address from the mailing list must always be available, and upon receiving such a request we recommend always complying with the deadline established in the "Terms and Conditions" to unsubscribe
  • c. Identification We recommend including the following information in marketing emails:
  • Instructions on how to opt out of the mailing list
  • Correct information about origin of email
  • The brand or name of ABRABE or its members and a physical postal address

 

 

 

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General

International

SECTION C: DIRECT ELECTRONIC COMMUNICATIONS

 

 

APPLICABLE SELF-REGULATION AND LEGISLATION 

 

  • For content rules in all channels, refer to the earlier content section B. The principal source of general international content rules is the ICC Advertising and Marketing Communications Code (EN), which applies to all channels. Where there are content rules specific to the channels in this section, we show them below
  • The channel rules shown here are ‘general’ cross-border regulations, i.e. those channel rules that apply to product sectors that do not attract particular restrictions in, for example, youth databases; rules for channel-sensitive product sectors such as alcohol or gambling can be found under their respective headings on the main website
  • Chapter C of the ICC Code (full code linked above): Direct Marketing and Digital Marketing Communications
  • General Provisions of the ICC Code will apply: in particular: Art. 9 (Identification); Art. 10 (Identity); Art. 19 ICC Code Data Protection and Privacy; para re consumer rights
  • Directive 2000/31/EC on electronic commerce carries the rules on information to be provided in commercial communications in an e-commerce context; extracts below 
  • Directive 2002/58/EC on privacy and electronic communications carries the rules on privacy/ consent, setting out the prevailing European opt-in regime; extracts below
  • GDPR may apply if processing personal data; check privacy issues with specialist advisors 
  • See this November 2021 judgement from CJEU re unsolicited 'Inbox advertising' and related article from GALA/ Lexology here 

 

General provisions; refer to our earlier section B or the linked ICC document for full provisions. Of particular relevance below:

 

Article 19 ICC Code: Data protection and privacy

 

  • When collecting personal data from individuals, care should be taken to respect and protect their privacy by complying with relevant rules and regulations

 

19.1. Collection of data and notice

  • When personal data is collected from consumers, it is essential to ensure that the individuals concerned are aware of the purpose of the collection and of any intention to transfer the data to a third party for that third party’s marketing purposes. Third parties do not include agents or others who provide technical) or operational support to the marketer and who do not use or disclose personal data for any other purpose. It is best to inform the individual at the time of collection; when it is not possible to do so this should be done as soon as possible thereafter

19.2. Use of data

Personal data should be:

 

  • collected for specified and legitimate purposes and used only for the purposes specified or other uses compatible with those purposes
  • adequate, relevant and not excessive in relation to the purpose for which they are collected and/or further processed
  • accurate and kept up to date
  • preserved for no longer than is required for the purpose for which the data were collected or further processed

 

19.3. Security of processing

  • Adequate security measures should be in place, having regard to the sensitivity of the data, in order to prevent unauthorised access to, or disclosure of, the personal data.If the data is transferred to third parties, it should be established that they employ at least an equivalent level of security measures

 

19.4. Children’s personal data

  • When personal data is collected from individuals known or reasonably believed to be children, guidance should be provided to parents or legal guardians about protecting children’s privacy if feasible
  • Children should be encouraged to obtain a parent’s or responsible adult’s consent before providing personal data via digital interactive media, and reasonable steps should be taken to check that such permission has been given
  • Only as much personal data should be collected as is necessary to enable the child to engage in the featured activity. A parent or legal guardian should be notified and consent obtained where required.
  • Personal data collected from children should not be used to address marketing communications to them, the children’s parents or other family members without the consent of the parent
  • Personal data about individuals known or reasonably believed to be children should only be disclosed to third parties after obtaining consent from a parent or legal guardian or where disclosure is authorised by law. Third parties do not include agents or others who provide technical or operational support to the marketer and who do not use or disclose children’s personal data for any other purpose
  • For additional rules specific to marketing communications to children using digital interactive media, see chapter C, article C7
 

19.5. Privacy policy

Those who collect personal data in connection with marketing communication activities should have a privacy policy, the terms of which should be readily available to consumers, and should provide a clear statement of any collection or processing of data that is taking place, whether it is self-evident or not. General provisions and definitions on advertising and marketing communications In jurisdictions where no privacy legislation currently exists, it is recommended that privacy principles such as those of the ICC Privacy Toolkit4 are adopted and implemented

 

19.6. Rights of the consumer

Appropriate measures should be taken to ensure that consumers understand their rights to e.g.:

 

  • opt out of direct marketing lists
  • opt out of interest-based advertising
  • sign on to general direct preference services
  • require that their personal data not be made available to third parties for their marketing purposes; and
  • rectify incorrect personal data which are held about them

 

  • Where a consumer has clearly expressed a wish not to receive marketing communications using a specific medium, this wish should be respected. Appropriate measures should be put in place to help consumers understand that access to content may be made conditional on the use of data. For additional rules specific to the use of the digital interactive media and consumer rights, see chapter C, article C9

 

19.7. Cross-border transactions

  • Particular care should be taken to maintain the data protection rights of the consumer when personal data are transferred from the country in which they are collected to another country. When data processing is conducted in another country, reasonable steps should be taken to ensure that adequate security measures are in place and that the data protection principles set out in this code are respected. The use of the ICC model clauses covering agreements between the originator of the marketing list and the processor or user in another country is recommended

 

Chapter C of the 2018 ICC Advertising and Marketing Communications Code, Direct Marketing and Digital Marketing Communications, is also applicable. Key clauses are shown under the Online Commercial Communications section, or can be found in the linked code 

 
LEGISLATION

 

Directive 2002/58/EC; Article 13

Unsolicited communications

 

  1. The use of automated calling systems without human intervention (automatic calling machines), facsimile machines (fax) or electronic mail for the purposes of direct marketing may only be allowed in respect of subscribers who have given their prior consent
  2. Notwithstanding paragraph 1, where a natural or legal person obtains from its customers their electronic contact details for electronic mail, in the context of the sale of a product or a service, in accordance with Directive 95/46/EC*, the same natural or legal person may use these electronic contact details for direct marketing of its own similar products or services provided that customers clearly and distinctly are given the opportunity to object, free of charge and in an easy manner, to such use of electronic contact details when they are collected and on the occasion of each message in case the customer has not initially refused such use
  3. Member States shall take appropriate measures to ensure that, free of charge, unsolicited communications for purposes of direct marketing, in cases other than those referred to in paragraphs 1 and 2, are not allowed either without the consent of the subscribers concerned or in respect of subscribers who do not wish to receive these communications, the choice between these options to be determined by national legislation
  4. In any event, the practice of sending electronic mail for purposes of direct marketing disguising or concealing the identity of the sender on whose behalf the communication is made, or without a valid address to which the recipient may send a request that such communications cease, shall be prohibited
  5. Paragraphs 1 and 3 shall apply to subscribers who are natural persons. Member States shall also ensure, in the framework of Community law and applicable national legislation, that the legitimate interests of subscribers other than natural persons with regard to unsolicited communications are sufficiently protected

* Repealed; GDPR applies 

 

Directive 2000/31/EC: Article 5

 

General information to be provided in an e-Commerce context

 

  1. In addition to other information requirements established by community law, member states shall ensure that the service provider shall render easily, directly and permanently accessible to the recipients of the service and competent authorities, at least the following information:

 

  1. The name of the service provider
  2. The geographic address at which the service provider is established
  3. The details of the service provider, including his electronic mail address, which allow him to be contacted rapidly and communicated with in a direct and effective manner
  4. Where the service provider is registered in a trade or similar public register, the trade register in which the service provider is entered and his registration number, or equivalent means of identification in that register
  5. Where the activity is subject to an authorisation scheme, the particulars of the relevant supervisory authority
  6. As concerns the regulated professions

 

- any professional body or similar institution with which the service provider is registered

- the professional title and the Member State where it has been granted

- a reference to the applicable professional rules in the Member State of establishment and the means to access them
 

  1. Where the service provider undertakes an activity that is subject to VAT, the identification number referred to in Article 22(1) of the sixth Council Directive 77/388/EEC of 17 May 1977 on the harmonisation of the laws of the Member States relating to turnover taxes - Common system of value added tax: uniform basis of assessment (29)
  2. In addition to other information requirements established by Community law, Member States shall at least ensure that, where information society services refer to prices, these are to be indicated clearly and unambiguously and, in particular, must indicate whether they are inclusive of tax and delivery costs

 

Section 2: Commercial communications

 

Article 6

 

  • Information to be provided: In addition to other information requirements established by Community law, Member States shall ensure that commercial communications which are part of, or constitute, an information society service comply at least with the following conditions:

 

  1. The commercial communication shall be clearly identifiable as such
  2. The natural or legal person on whose behalf the commercial communication is made shall be clearly identifiable
  3. Promotional offers, such as discounts, premiums and gifts, where permitted in the Member State where the service provider is established, shall be clearly identifiable as such, and the conditions which are to be met to qualify for them shall be easily accessible and be presented clearly and unambiguously
  4. Promotional competitions or games, where permitted in the Member State where the service provider is established, shall be clearly identifiable as such, and the conditions for participation shall be easily accessible and be presented clearly and unambiguously

 

 

Article 7

Unsolicited commercial communication

 

  1. In addition to other requirements established by Community law, Member States which permit unsolicited commercial communication by electronic mail shall ensure that such commercial communication by a service provider established in their territory shall be identifiable clearly and unambiguously as such as soon as it is received by the recipient
  2. Without prejudice to Directive 97/7/EC and Directive 97/66/EC, Member States shall take measures to ensure that service providers undertaking unsolicited commercial communications by electronic mail consult regularly and respect the opt-out registers in which natural persons not wishing to receive such commercial communications can register themselves
 
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EU guidance documents

 

  • Opinion 5/2004 on unsolicited communications for marketing purposes under article 13 of Directive 2002/58/EC. Adopted on 27 February 2004 (WP 90)
  • Communication from the Commission to the European Parliament, the Council, the European Economic and Social Committee and the Committee of the Regions on unsolicited commercial communications or 'spam'
    http://eur-lex.europa.eu/legal-content/GA/TXT/?uri=celex:52004DC0028 
  • November 2021 judgement from CJEU re unsolicited 'Inbox advertising' and related article from GALA/ Lexology here 
  • Opinion 15/2011 on the definition of consent here 
  • May 2020 Guidelines on Consent under Regulation 2016/679 here
 
 
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6. Own Websites & SNS

Sector

 
CONTEXT

 

 

The same principle that applies in paid space also applies in non-paid space such as marketers’ own websites and SNS spaces: if the communication from the owner is advertising, it’s covered. Advertising is defined in the applicable CONAR Code of Advertising Self-Regulation as ‘all activities designed to stimulate consumption of products and services and promote institutions, concepts or ideas' (art. 8) but that 'The provisions of this Code are not applicable to public relations and publicity activities, since they are separate from advertising.'

 
 
  • The Content rules set out in Section B apply in this channel, both the sector-specific rules and the ‘general’ rules that apply to all sectors, Alcohol included, where the Content 'qualifies' as advertising The principal source of rules is the Brazilian Code of Advertising Self-Regulation (EN)
  • Warning messages may be required in some forms of advertising in this channel. Formatting rules are here, and exceptions are here 
  • Article 2, Brazilian Code of Advertising Self-Regulation Exhibits A, P and T (i.e. applicable to all forms of alcoholic beverages), Principle of Protection to Children and Adolescents: 'The advertising shall not have children and adolescents as target public.'
  • The general channel rules also apply; these are set out below under the General tab and will include statutory consent and information requirements
  • The Commercial Communication of Alcoholic Beverages in the Digital Universe (EN) from the trade association ABRABE sets out best practice in a number of digital media / techniques in alcohol marketing. There follow some key extracts relevant to this medium (it's recommended to check the full Guide):
 
 
2. CORE PRINCIPLES 2.1. ADULT AUDIENCE
 
  • As in traditional media, marketing of alcoholic beverages in the digital media must always be targeted at an adult audience and never at people below the minimum drinking age. As such, all communication targeted at this universe must comply with the following guidelines:
  1. Distribution: The 70% rule. We recommend that all digital marketing actions be broadcast in media where at least 70% of the audience is above the minimum drinking age. This guideline applies to both actions that require user interaction with the brand and those where this is not possible
  2. Shareable content. Whenever a platform controlled by ABRABE or one of its members provides tools for sharing, we suggest adding a warning to users clarifying that the content must not be sent to people below the minimum drinking age. We recommend that this message be visible or accessible through an equally visible link, and displayed whenever it is possible to share digital content, i.e. on social media or mobile apps. The same recommendation applies to all content submitted through email marketing. All material available for download must have the appropriate warnings about responsible consumption of alcoholic beverages
 
 
2.4 TRANSPARENCY
 
  • We recommend clearly informing the audience of any payment made for the publication of any material or message on blogs, Twitter, Facebook, websites or other digital media. Similarly, whenever an employee or agent of ABRABE or one of its members makes any comment regarding alcoholic beverage consumption or an event sponsored or funded by these institutions, they need to make employment relationship clear
 
4.3. USER-GENERATED CONTENT
 
  • We suggest that all user-generated content posted on platforms controlled by ABRABE or by its members be frequently moderated. We recommend that the frequency of monitoring of user-generated content for each platform maintained be defined in the code of good marketing practices of each company. Similarly, we recommend that each of these platforms open to user-generated content display the terms and conditions of use to be complied with by users. We also recommend that users be informed that the publication of their content is subject to compliance with the terms and conditions and be instructed to only post content for which they own the copyright

 

 

4.4 DO IT RIGHT

 

 

  • Only use material to which you own the copyright
  • Photos and videos taken at events require written consent from all those visible and identifiable in them
  • Moreover, this material can be used only with due authorization from the photographer who owns the copyright
  • If a deadline is set for the right to use a certain material, it must be used only until the deadline expires
  • Always provide a contact number through which people can contact you if they suspect that the material breaches copyrights or find any other problem related to intellectual property

 

 

 

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General

International

 

CONTEXT

 

The same principle that applies in paid space also applies in non-paid such as marketers’ own websites and SNS spaces: if the communication from the owner is advertising, it’s ‘in remit’, i.e. covered by the rules. Clearly, much of a brand website may not be advertising, but it's important to understand what may 'qualify', and different countries have different definitions. In this international context the most relevant definition is from the ICC Code: ‘any communications produced directly by or on behalf of marketers intended primarily to promote products or to influence consumer behaviour’. The other aspect of this environment that can be subject to regulatory issues is that of 'dialogue' between brand owners and consumers, where Consent and Information requirements may apply; see our General rules sector for specifics

 

APPLICABLE SELF-REGULATION, LEGISLATION AND GUIDANCE 

 

ICC Advertising and Marketing Communications Code (EN); Chapter C Direct Marketing and Digital Marketing Communications

 

Directive 2002/58/EC on privacy and electronic communications

Directive 2000/31/EC on electronic commerce

Directive 2005/29/EC on unfair commercial practices (UCPD)

Directive 2018/1808 amending AVMS Directive 2010/13/EU (AVMSD)

EASA Best Practice Recommendation on Digital Marketing Communications 2023

 

Standard rules

 

  • For content rules in all channels, refer to the earlier content section B. The principal source of general international content rules is the ICC Advertising and Marketing Communications Code (EN), which applies to all channels. Where there are content rules specific to the channels in this section, we show them below
  • These channel rules are ‘general’ cross-border regulations, i.e. those channel rules that apply to product sectors that do not attract particular restrictions in, for example, youth-oriented content; rules for channel-sensitive product sectors such as alcohol or gambling can be found under their respective headings on the main website
 
LEGISLATION

 

Directive 2002/58/EC on Privacy and Electronic communications; Article 13

Unsolicited communications

 
  1. The use of automated calling systems without human intervention (automatic calling machines), facsimile machines (fax) or electronic mail for the purposes of direct marketing may only be allowed in respect of subscribers who have given their prior consent
  2. Notwithstanding paragraph 1, where a natural or legal person obtains from its customers their electronic contact details for electronic mail, in the context of the sale of a product or a service, in accordance with Directive 95/46/EC, the same natural or legal person may use these electronic contact details for direct marketing of its own similar products or services provided that customers clearly and distinctly are given the opportunity to object, free of charge and in an easy manner, to such use of electronic contact details when they are collected and on the occasion of each message in case the customer has not initially refused such use
  3. Member States shall take appropriate measures to ensure that, free of charge, unsolicited communications for purposes of direct marketing, in cases other than those referred to in paragraphs 1 and 2, are not allowed either without the consent of the subscribers concerned or in respect of subscribers who do not wish to receive these communications, the choice between these options to be determined by national legislation
  4. In any event, the practice of sending electronic mail for purposes of direct marketing disguising or concealing the identity of the sender on whose behalf the communication is made, or without a valid address to which the recipient may send a request that such communications cease, shall be prohibited
  5. Paragraphs 1 and 3 shall apply to subscribers who are natural persons. Member States shall also ensure, in the framework of Community law and applicable national legislation, that the legitimate interests of subscribers other than natural persons with regard to unsolicited communications are sufficiently protected
 
Directive 2000/31/EC on e-Commerce: Article 5
General information to be provided
 
  1. In addition to other information requirements established by Community law, Member States shall ensure that the service provider shall render easily, directly and permanently accessible to the recipients of the service and competent authorities, at least the following information
     
(a) The name of the service provider
(b) The geographic address at which the service provider is established
(c) The details of the service provider, including his electronic mail address, which allow him to be contacted rapidly and communicated with in a direct and effective manner
(d) Where the service provider is registered in a trade or similar public register, the trade register in which the service provider is entered and his registration number, or equivalent means of identification in that register
(e) Where the activity is subject to an authorisation scheme, the particulars of the relevant supervisory authority
(f) As concerns the regulated professions
 
- any professional body or similar institution with which the service provider is registered
- the professional title and the Member State where it has been granted
- a reference to the applicable professional rules in the Member State of establishment and the means to access them
 
(g) Where the service provider undertakes an activity that is subject to VAT, the identification number referred to in Article 22(1) of the sixth Council Directive 77/388/EEC of 17 May 1977 on the harmonisation of the laws of the Member States relating to turnover taxes - Common system of value added tax: uniform basis of assessment(29)
  1. In addition to other information requirements established by Community law, Member States shall at least ensure that, where information society services refer to prices, these are to be indicated clearly and unambiguously and, in particular, must indicate whether they are inclusive of tax and delivery costs
 
Section 2: Commercial communications
Article 6
 
Information to be provided: In addition to other information requirements established by Community law, Member States shall ensure that commercial communications which are part of, or constitute, an information society service comply at least with the following conditions:
 
  1. The commercial communication shall be clearly identifiable as such
  2. The natural or legal person on whose behalf the commercial communication is made shall be clearly identifiable
  3. Promotional offers, such as discounts, premiums and gifts, where permitted in the Member State where the service provider is established, shall be clearly identifiable as such, and the conditions which are to be met to qualify for them shall be easily accessible and be presented clearly and unambiguously
  4. Promotional competitions or games, where permitted in the Member State where the service provider is established, shall be clearly identifiable as such, and the conditions for participation shall be easily accessible and be presented clearly and unambiguously
 
Article 7. Unsolicited commercial communication
 
  1. In addition to other requirements established by community law, member states which permit unsolicited commercial communication by electronic mail shall ensure that such commercial communication by a service provider established in their territory shall be identifiable clearly and unambiguously as such as soon as it is received by the recipient
  2. Without prejudice to Directive 97/7/EC and Directive 97/66/EC, member states shall take measures to ensure that service providers undertaking unsolicited commercial communications by electronic mail consult regularly and respect the opt-out registers in which natural persons not wishing to receive such commercial communications can register themselves
 
Directive 2005/29/EC on Unfair Commercial Practices (UCPD)
Article 7. Misleading omissions (includes reference to 'Invitation to Purchase')

 

  1. A commercial practice shall be regarded as misleading if, in its factual context, taking account of all its features and circumstances and the limitations of the communication medium, it omits material information that the average consumer needs, according to the context, to take an informed transactional decision and thereby causes or is likely to cause the average consumer to take a transactional decision that he would not have taken otherwise
  2. It shall also be regarded as a misleading omission when, taking account of the matters described in paragraph 1, a trader hides or provides in an unclear, unintelligible, ambiguous or untimely manner such material information as referred to in that paragraph or fails to identify the commercial intent of the commercial practice if not already apparent from the context, and where, in either case, this causes or is likely to cause the average consumer to take a transactional decision that he would not have taken otherwise
  3. Where the medium used to communicate the commercial practice imposes limitations of space or time, these limitations and any measures taken by the trader to make the information available to consumers by other means shall be taken into account in deciding whether information has been omitted
  4. In the case of an invitation to purchase, the following information shall be regarded as material, if not already apparent from the context:

 

  1. the main characteristics of the product, to an extent appropriate to the medium and the product
  2. the geographical address and the identity of the trader, such as his trading name and, where applicable, the geographical address and the identity of the trader on whose behalf he is acting
  3. the price inclusive of taxes, or where the nature of the product means that the price cannot reasonably be calculated in advance, the manner in which the price is calculated, as well as, where appropriate, all additional freight, delivery or postal charges or, where these charges cannot reasonably be calculated in advance, the fact that such additional charges may be payable
  4. the arrangements for payment, delivery, performance and the complaint handling policy, if they depart from the requirements of professional diligence
  5. for products and transactions involving a right of withdrawal or cancellation, the existence of such a right

 

5.   Information requirements established by Community law in relation to commercial communication including advertising or marketing, a non-exhaustive list of which is contained in Annex II, shall be regarded as material

 
Directive 2018/1808 amending the AVMS Directive 

 

  • Extends rules across online platforms (provided that the service qualifies as an audiovisual media service or video sharing platform); the key amends to the Directive's content rules are assembled here

  • For video sharing platforms, articles 28a and 28b in the Directive linked above apply. We recommend perusal. From a commercial communications perspective, the key new ingredients are that article 9 of the AVMSD applies (found here) and that video-sharing platform providers 'clearly inform users where programmes and user-generated videos contain audiovisual commercial communications' - where they are aware of those - and provide a facility for those uploading also to declare the presence of commercial commnications  

 

GUIDANCE

 

EU Guidance/ opinion documents

 

 
 
2.2.5. Marketer-owned digital properties
 
As established in the previous sections, all marketing communications, as defined by the ICC Code, fall within the remit of SR systems. It is not, however, always immediately apparent to what extent content on marketer-owned digital properties may constitute marketing communications and thus fall within the remit of the SROs. It should never be automatically assumed that a marketer-owned digital property is a marketing communication in its entirety. The actual content of the marketer-owned digital property must be reviewed to determine that which is marketing communication content and that which is not. For this purpose the following criteria establish whether or not the content, or part of the content of a marketer-owned digital property constitutes a marketing communication:
 
  • Claims (implied, direct, written, spoken and visual) about products or marketers, where the claim is not made in the context of editorial content, annual reports, CSR reports, or similar
  • Where they pertain to the marketing communications and commercial practices covered by the Unfair Commercial Practices Directive (for example, price promotions and invitations to purchase)
  • Third-party UGC and/or viral marketing that has been distributed or endorsed by the marketer
  • Marketing communications that have previously appeared, in the same or comparable form, on other media platforms, including online media platforms

 

SOCIAL NETWORK SITES

 

  1. FACEBOOK

  1. INSTAGRAM 
  1. TWITTER:
  1. YOUTUBE: advertiser friendly content guidelines here:
  1. SNAPCHAT:
  1. GOOGLE +
  1. TIK TOK

 

 

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7. Native Advertising

Sector

 

CONTEXT and GUIDANCE 

 

Also known as sponsored or branded content, this is online and offline advertising designed to fit in with its ‘habitat’, to give consumers a visually consistent experience. IAB Europe’s How to Comply with EU Rules Applicable to Online Native Advertising provides some categories of Native ads, some good practice recommendations, and a summary of EU rules. The ICC’s Guidance on Native Advertising is linked and also shown under the General tab

 

  • Native advertising is the same as any other advertising in as much as it should observe applicable Content and targeting rules, thus
  • The Content rules set out in Section B apply in this channel, both the sector-specific rules and the ‘general’ rules that apply to all sectors, Alcohol included. The principal source of rules is the Brazilian Code of Advertising Self-Regulation  (EN)
  • Warning messages are generally required (making the conventional forms of native advertising a challenge). Formatting rules are here, and exceptions are here 
  • Article 2, Brazilian Code of Advertising Self-Regulation Exhibits A, P and T (i.e. applicable to all forms of alcoholic beverages), Principle of Protection to Children and Adolescents: 'The advertising shall not have children and adolescents as target public.'
  • The general channel rules also apply; these are set out below under the General tab and include statutory consent and information requirements in some digital channels 
  • The Commercial Communication of Alcoholic Beverages in the Digital Universe (EN) from the trade association Abrabe sets out best practice in a number of digital media / techniques in alcohol marketing. From that (it's recommended to check the full Guide):
  • 2.4 Transparency We recommend clearly informing the audience of any payment made for the publication of any material or message on blogs, Twitter, Facebook, websites or other digital media. Similarly, whenever an employee or agent of ABRABE or one of its members makes any comment regarding alcoholic beverage consumption or an event sponsored or funded by these institutions, they need to make employment relationship clear
  • Article 9 of the Brazilian Code of  Advertising Self-Regulation: 'The advertising activities dealt with herein shall always be ostensible.' (apparent) 

 

 

 

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General

International

SECTION C: NATIVE ADVERTISING

 

 

NATIVE

 

Also known as sponsored or branded content, this is online and offline advertising designed to fit in with its ‘habitat’, to give consumers a visually consistent experience. IAB Europe's How to Comply with EU Rules Applicable to Online Native Advertising provides some categories of native ads, some good practice recommendations, and a summary of EU rules. General rules, i.e. those that apply to all product sectors, are immediately below

 

APPLICABLE  SELF-REGULATION LEGISLATION AND GUIDANCE

 

ICC Advertising and Marketing Communications Code (EN) 2018

Directive 2005/29/EC on Unfair Commercial Practices (UCPD)

Guidance: ICC Guidance on Native Advertising here

IAB Europe Guidance (as above in intro): How to Comply with EU Rules Applicable to Online Native Advertising (December 2016) here

And in December 2021 IAB Europe's Guide to Native Advertising provides 'up-to-date insight into native ad formats and best practices for buyers.' 

 

Standard rules

 

  • For content rules in all channels, refer to the earlier content section B. The principal source of general international content rules is the ICC Advertising and Marketing Communications Code (EN), which applies to all channels; the native technique is no different in that if it's advertising, it's subject to the rules
  • These channel rules are ‘general’ cross-border regulations, i.e. those channel rules that apply to product sectors that do not attract particular restrictions in, for example, youth publications; rules for channel-sensitive product sectors such as alcohol or gambling can be found under their respective headings on the main website

 

Self-regulation: key rules from the ICC Code

 

Identification and transparency (Art. 7)

 

  • Marketing communications should be clearly distinguishable as such, whatever their form and whatever the medium used. When an advertisement, including so-called “native advertising”, appears in a medium containing news or editorial matter, it should be so presented that it is readily recognisable as an advertisement and where appropriate, labelled as such. The true commercial purpose of marketing communications should be transparent and not misrepresent their true commercial purpose. Hence, a communication promoting the sale of a product should not be disguised as, for example, market research, consumer surveys, user-generated content, private blogs, private postings on social media or independent reviews

 

Identity of the marketer (Art. 8)

 

  • The identity of the marketer should be transparent. Marketing communications should, where appropriate, include contact information to enable the consumer to get in touch with the marketer without difficulty. The above does not apply to communications with the sole purpose of attracting attention to communication activities to follow (e.g. so-called “teaser advertisements”)

 

Legislation 

 

Unfair Commercial Practices Directive 2005/29/EC, Annex I

Commercial practices which are in all circumstances considered unfair

 

  • 11. Using editorial content in the media to promote a product where a trader has paid for the promotion without making that clear in the content or by images or sounds clearly identifiable by the consumer (advertorial). This is without prejudice to Council Directive 89/552/EEC

  • 22. Falsely claiming or creating the impression that the trader is not acting for purposes relating to his trade, business, craft or profession, or falsely representing oneself as a consumer

 

 

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8. Telemarketing

Sector

 

 

We no longer cover Telemarketing

General

International

 

Following feedback, we no longer cover Telemarketing 

9. Direct Postal Mail

Sector

 

  • The Content rules set out in Section B apply in Direct Postal Mail, both the sector-specific rules and the ‘general’ rules that apply to all sectors, Alcohol included. The principal source of rules is the Brazilian Code of Advertising Self-Regulation (EN)
  • Warning messages are generally required in this channel. Formatting rules are here, and exceptions are here 
  • Article 2, Brazilian Code of Advertising Self-Regulation Exhibits A, P and T (i.e. applicable to all forms of alcoholic beverages), Principle of Protection to Children and Adolescents: 'The advertising shall not have children and adolescents as target public.'
  • The general channel rules also apply; these are set out below under the General tab and include consent and information requirements

 

 

 

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General

International

SECTION C: DIRECT POSTAL MAIL

 

 

Applicable Self-regulation and legislation 

  • National 'Robinson lists' or opt-out lists
  • The General Data Protection Regulation 2016/679 for the processing of personal data
  • Directive 2005/29/EC on unfair commercial practices (UCPD) 

 

Standard rules

 

  • For content rules in all channels, refer to the earlier content section B. The principal source of general international content rules is the ICC Advertising and Marketing Communications Code (EN), which applies to all channels. Where there are content rules specific to the channels in this section, we show them below
  • The channel rules set out here are ‘general’ cross-border regulations, i.e. those channel rules that apply to product sectors that do not attract particular restrictions in, for example, youth databases; rules for channel-sensitive product sectors such as alcohol or gambling can be found under their respective headings on the main website

 

Article 19 ICC Code (in part): Data Protection and Privacy applies. Extracts are set out under the earlier Direct Electronic Communications section, or check the ICC Advertising and Marketing Communications Code linked above

 

 

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Legislation

 

As Direct Mail will frequently include offers, when trhat's the case the provisions related to 'Invitations to Purchase' in the Unfair Commercial Practices Directive may apply. Extracts are:

 

4.   In the case of an invitation to purchase, the following information shall be regarded as material, if not already apparent from the context:

 

  1. the main characteristics of the product, to an extent appropriate to the medium and the product
  2. the geographical address and the identity of the trader, such as his trading name and, where applicable, the geographical address and the identity of the trader on whose behalf he is acting
  3. the price inclusive of taxes, or where the nature of the product means that the price cannot reasonably be calculated in advance, the manner in which the price is calculated, as well as, where appropriate, all additional freight, delivery or postal charges or, where these charges cannot reasonably be calculated in advance, the fact that such additional charges may be payable
  4. the arrangements for payment, delivery, performance and the complaint handling policy, if they depart from the requirements of professional diligence
  5. for products and transactions involving a right of withdrawal or cancellation, the existence of such a right

 

5.   Information requirements established by Community law in relation to commercial communication including advertising or marketing, a non-exhaustive list of which is contained in Annex II, shall be regarded as material

 

  • In the event of processing personal data (i.e. data that will/ can identify an individual) the required legal basis for processing that data may be subject to the GDPR; check privacy issues with specialist advisors

 

 

Guidance

 

Guidelines on consent under Regulation 2016/679 (May 2020)

 
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10. Event Sponsorship/ Field Marketing

Sector

 
  • Promotional material associated with event sponsorship will be subject to the rules set out in Content Section B. Some of those rules that are more applicable to this channel are from Article 2 of Exhibits A, P and T, i.e. applicable to all forms of alcoholic beverages: 

 

  1. No positive association between product consumption and driving vehicles shall be made
  2. Consumption in improper, illegal, dangerous or socially condemnable situations shall not be encouraged
  3. No association of the product with performance of any professional activity shall be made
  4. No association of the product with situations that suggest aggressiveness, use of weapons and changes of emotional equilibrium shall be made; and
  5. No use of uniforms of Olympic sports shall be made as support to promote a brand

  • Some material will be subject to the requirement to incorporate warning messages. Formatting rules are here, and exceptions are here 
  • Article 2, Brazilian Code of Advertising Self-Regulation Exhibits A, P and T (i.e. applicable to all forms of alcoholic beverages), Principle of Protection to Children and Adolescents: 'The advertising shall not have children and adolescents as target public.' Guidance in a different (digital) context from the trade association ABRABE is that at least 70% of the audience is above the minimum drinking age
  • General sponsorship rules, applicable to all product categories, are shown below under the General tab 
 
 
 
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General

International

SECTION C: EVENTS/ SPONSORSHIP

 

GUIDE: The Olympic Games 2024 - Beating around le ambush

Lewis Silkin 25 January, 2024

 

Self-regulation

 

  • Advertising material associated with sponsorship activity is likely to be subject to content rules; these can be found in the earlier Content Section B, or from the ICC Code linked below 
  • ICC Advertising and Marketing Communications Code (EN): Chapter B Sponsorship

 

B1: Principles governing sponsorship

 

  • All sponsorship should be based on contractual obligations between the sponsor and the sponsored party. Sponsors and sponsored parties should set out clear terms and conditions with all other partners involved, to define their expectations regarding all aspects of the sponsorship deal
  • Sponsorship should be recognisable as such
  • The terms and conduct of sponsorship should be based upon the principle of good faith between all parties to the sponsorship
  • There should be clarity regarding the specific rights being sold and confirmation that these are available for sponsorship from the rights holder. Sponsored parties should have the absolute right to decide on the value of the sponsorship rights that they are offering and the appropriateness of the sponsor with whom they contract

 

B2: Autonomy and self-determination

 

  • Sponsorship should respect the autonomy and self-determination of the sponsored party in the management of its own activities and properties, provided the sponsored party fulfills the obligations set out in the sponsorship agreement

B3: Imitation and confusion

 

  • Sponsors and sponsored parties, as well as other parties involved in a sponsorship, should avoid imitation of the representation of other sponsorships where such imitation might mislead or generate confusion, even if applied to non-competitive products, companies or events

 

 B4: 'Ambushing' of sponsored properties

 

  • No party should seek to give the impression that it is a sponsor of any event or of media coverage of an event, whether sponsored or not, if it is not in fact an official sponsor of the property or of media coverage
  • The sponsor and sponsored party should each take care to ensure that any actions taken by them to combat ‘ambush marketing’ are proportionate and that they do not damage the reputation of the sponsored property nor impact unduly on members of the general public

 

B5: Respect for the sponsorship property and the sponsor

 

  • Sponsors should take particular care to safeguard the inherent artistic, cultural, sporting or other content of the sponsorship property and should avoid any abuse of their position that might damage the identity, dignity, or reputations of the sponsored party or the sponsorship property
  • The sponsored party should not obscure, deform or bring into disrepute the image or trade- marks of the sponsor, or jeopardise the goodwill or public esteem associated with them

 

B6: The sponsorship audience

 

  • The audience should be clearly informed of the existence of a sponsorship with respect to a particular event, activity, programme or person and the sponsor’s own message should not be likely to cause offence. Due note should be taken of existing professional ethics of the sponsored party
  • This article is not, however, intended to discourage sponsorship of avant-garde or potentially controversial artistic/cultural activities, or to encourage sponsors to exercise censorship over a sponsored party’s message

 

B7: Data capture/ data sharing

 

  • If an individual’s data are used in connection with sponsorship, the provisions of article 19  are applicable

 

B8: Artistic and historical objects

 

  • Sponsorship should not be conducted in such a way as to endanger artistic or historical objects
  • Sponsorship that aims to safeguard, restore, or maintain cultural, artistic or historical properties or their diffusion, should respect the public interest related to them

 

B9: Social and environmental sponsorship

 

  • Both sponsors and sponsored parties should take into consideration the potential social or environmental impact of the sponsorship when planning, organising and carrying out the sponsorship.
  • Any sponsorship message fully or partially based on a claim of positive (or reduced negative) social and/or environmental impact should be substantiated in terms of actual benefits to be obtained. Parties to the sponsorship should respect the principles set out in the ICC Business Charter for Sustainable Development.
  • Any environmental claim made with respect to the sponsorship should conform to the principles set out in Chapter D, Environmental Claims in Marketing communications

 

B10: Charities and humanitarian sponsorship

 

  • Sponsorship of charities and other humanitarian causes should be undertaken with sensitivity and care, to ensure that the work of the sponsored party is not adversely affected

 

B11: Multiple sponsorship

 

  • Where an activity or event requires or allows several sponsors, the individual contracts and agreements should clearly set out the respective rights, limits and obligations of each sponsor, including, but not limited to, details of any exclusivity
  • In particular, each member of a group of sponsors should respect the defined sponsorship fields and the allotted communication tasks, avoiding any interference that might unfairly alter the balance between the contributions of the various sponsors
  • The sponsored party should inform any potential sponsor of all the sponsors already a party to the sponsorship. The sponsored party should not accept a new sponsor without first ensuring that it does not conflict with any rights of sponsors who are already contracted and, where appropriate, informing the existing sponsors

 

 

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11. Sales Promotion

Sector

 

CONTEXT

 

This website was created to provide national and international rules on marketing communications; it does not claim authority on specific Sales Promotions (SP) regulation, especially mechanics and retail legislation. However, in the course of extensive research in marketing, relevant rules are included. National Self-Regulatory codes and Consumer Protection legislation, for example, are checked for any provisions that affect SP and included below, both in the Sector rules and the rules that apply to all product sectors, shown below under the General tab

 

  • The Content rules set out in Section B apply to sales promotional material, both the sector-specific rules and the ‘general’ rules that apply to all sectors, Alcohol included. The principal source of rules is the Brazilian Code of Advertising Self-Regulation  (EN)
  • Warning messages are generally required. Formatting rules are here, and exceptions are here. Exceptions include some short-form commercial messaging
  • Article 2, Brazilian Code of Advertising Self-Regulation Exhibits A, P and T (i.e. applicable to all forms of alcoholic beverages), Principle of Protection to Children and Adolescents: 'The advertising shall not have children and adolescents as target public.'
  • Articles 8 of Exhibit A and 7 of Exhibits P and T, i.e. applicable to all forms of alcoholic beverages, state 'Commerce: Whenever the advertisement broadcast by the wholesaler, importer, distributor, retailer, bar, restaurant and similar mentions any product subject to the provisions of this Exhibit, it will be subject to the rules established herein, especially those contained in item 4 hereof' (Item 4 relates to Warning Messages)
  • The Commercial Communication of Alcoholic Beverages in the Digital Universe (EN) from the trade association ABRABE sets out best practice in a number of digital media / techniques in alcohol marketing
  • The general channel rules also apply; these are set out below under the General tab and include rules from the Consumer Protection Code that relate to pricing 

 

 

 

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General

International

SECTION C: SALES PROMOTIONS

 

 

CONTEXT

 

This website was created to provide international rules on marketing communications; it does not claim authority on specific Sales Promotions (SP) regulation, especially retail legislation. However, in the course of extensive research in marketing, relevant rules will be included. National self-regulatory codes and consumer protection legislation, for example, are checked for any provisions that affect SP and included below. Content in SP material is likely to be subject to the rules set out in the earlier section B.

 

APPLICABLE SELF-REGULATION AND LEGISLATION 

 

ICC Advertising and Marketing Communications Code (EN), Chapter A Sales Promotion, Chapter C Direct Marketing

For promotions and contests on social media, refer to Own Websites channel; SNS

Directive 2005/29/EC on Unfair Commercial Practices (UCPD)

Directive 98/6/EC on the Prices of Products offered to Consumers

 

SELF-REGULATORY CLAUSES 

 

ICC Code Chapter A Sales Promotion 

 

A1: Principles governing sales promotions

 

  • All sales promotions should deal fairly and honourably with consumers
  • All sales promotions should be so designed and conducted as to meet reasonable consumer expectation associated with the advertising or promotion thereof
  • The administration of sales promotions and the fulfilment of any obligation arising from them should be prompt and efficient
  • The terms and conduct of all sales promotions should be transparent to all participants
  • All sales promotions should be framed in a way that is fair to competitors and other traders in the market
  • No promoters, intermediaries or others involved should do anything likely to bring sales promotions into disrepute

 

A2: Terms of the offer

 

Sales promotions should be so devised as to enable the consumer to identify the terms of the offer easily and clearly, including any limitations. Care should be taken not to exaggerate the value of the promotional item or to obscure or conceal the price 
of the main product

 

A3: Presentation

 

A sales promotion should not be presented in a way likely to mislead those to whom it is addressed about its value, nature or the means of participation. Any marketing communication regarding the sales promotion, including activities at the point of sale, should be in strict accordance with the General Provisions of the Code (also set out in Content section)

 

A4: Administration of promotions

 

Sales promotions should be administered with adequate resources and supervision, anticipated to be required, including appropriate precautions to ensure that the administration of the offer meets the consumers’ reasonable expectations

 

In particular:

 

  • the availability of promotional items should be sufficient to meet anticipated demand consistent with the express terms of the offer. if delay is unavoidable, consumers should be advised promptly and necessary steps taken to adjust the promotion of the offer. Promoters should be able to demonstrate that they have made, before the event, a reasonable estimate of the likely response. Where a purchase or a series of purchases are a precondition for obtaining the promotional item, promoters should ensure promotional items are sufficiently available to match the number of purchases being made;
  • defective goods or inadequate services should be replaced, or appropriate financial compensation given. Any costs reasonably incurred by consumers as a direct result of any such shortcoming should be reimbursed immediately on request;
  • complaints should be efficiently and properly handled

 

A5: Safety and suitability

 

  • Care should be taken to ensure that promotional items, provided they are properly used, do not expose consumers, intermediaries, or any other persons or their property to any harm or danger
  • Promoters should ensure that their promotional activities are consistent with the principles of social responsibilities contained in the General Provisions, and in particular take reasonable steps to prevent unsuitable or inappropriate materials from reaching children

 

A6: Presentation to consumers

 

  • Complex rules should be avoided. Rules should be drawn up in language that consumers can easily understand. The chances of winning prizes should not be overstated

 

 

Information requirements

 

Sales promotions should be presented in such a way as to ensure that consumers are made aware, before making a purchase, of conditions likely to affect their decision to purchase. Information should include, where relevant:

 

  • Clear instructions on the method of obtaining or participating in the promotional offer, e.g. conditions for obtaining promotional items, including any liability for costs, or taking part in prize promotions
  • Main characteristics of the promotional items offered
  • Any time limit on taking advantage of the promotional offer
  • Any restrictions on participation (e.g. geographical or age-related), availability of promotional items, or any other limitations on stocks. in the case of limited availability, consumers should be properly informed of any arrangements for substituting alternative items or refunding money
  • The value of any voucher or stamp offered where a monetary alternative is available
  • Any expenditure involved, including costs of shipping and handling and terms of payment
  • The full name and address of the promoter and an address to which complaints can be directed (if different from the address of the promoter)

 

Promotions claiming to support a charitable cause should not exaggerate the contribution derived from the campaign; before purchasing the promoted product consumers should be informed of how much of the price will be set aside for the cause.

 

Information in prize promotions

 

Where a sales promotion includes a prize promotion, the following information should be given to consumers, or at least made available on request, prior to participation and not conditional on purchasing the main product:

 

  • Any rules governing eligibility to participate in the prize promotion
  • Any costs associated with participation, other than for communication at or below standard rate (mail, telephone etc.)
  • Any restriction on the number of entries
  • The number, value and nature of prizes to be awarded and whether a cash alternative may be substituted for a prize
  • In the case of a skill contest, the nature of the contest and the criteria for judging the entries
  • The selection procedure for the award of prizes
  • The closing date of the competition
  • When and how the results will be made available;
  • Whether the consumer may be liable to pay tax as a result of winning a prize
  • The time period during which prizes may be collected
  • Where a jury is involved, the composition of the jury
  • Any intention to use winners or winning contributions in post-event activities and the terms on which these contributions may be used

 

The remaining articles of this chapter, A7 to A10 inclusive, are available here. These cover:

 

A7. Presentation to Intermediaries

A8. Particular Obligations of Promoters

A9. Particular Obligations of Intermediaries

A10. Responsibility

 

 

Chapter C Direct Marketing

 

3 relevant clauses extracted

 

C3: The offer

 

  • The terms and conditions of any offer made should be transparent to consumers and other participants. The fulfilment of any obligation arising from the offer should be prompt and efficient. All offers involving promotional items should be framed in strict accordance with the rules of Chapter A: Sales Promotion

 

C4 : Presentation

 

  • Wherever appropriate, the essential points of the offer should be simply and clearly summarised together in one place. Essential points of the offer may be clearly repeated, but should not be scattered throughout the promotional material
  • When the presentation of an offer also features products not included in the offer, or where additional products need to be purchased to enable the consumer to use the product on offer, this should be made clear in the original offer
  • Consumers should always be informed beforehand of the steps leading to the placing of an order, a purchase, the concluding of a contract or any other commitment. If consumers are required to provide data for this purpose, they should be given an adequate opportunity to check the accuracy of their input before making any commitment
  • Where appropriate, the marketer should respond by accepting or rejecting the consumer’s order
  • Software or other technical devices should not be used to conceal or obscure any material factor, e.g. price and other sales conditions, likely to influence consumers’ decisions. Before making any commitment the consumer should be able to easily access the information needed to understand the exact nature of the product, as well as the purchase price, shipping and other costs of purchase

 

C17:  Substitution of products

 

  • If a product becomes unavailable for reasons beyond the control of the marketer or operator, another product may not be supplied in its place unless the consumer is informed that it is a substitute and unless such replacement product has materially the same, or better, characteristics and qualities, and is supplied at the same or a lower price. In such a case, the substitution and the consumer’s right to return the substitute product at the marketer’s expense should be explained to the consumer

 

 

LEGISLATIVE CLAUSES

 

As promotional activity will often include e.g. special pricing measures, we have extracted from the Unfair Commercial Practices Directive 2005/29/EC those clauses from Annex I (practices which are in all circumstances considered unfair) most relevant to promotional scenarios

 

5. Making an invitation to purchase products at a specified price without disclosing the existence of any reasonable grounds the trader may have for believing that he will not be able to offer for supply or to procure another trader to supply, those products or equivalent products at that price for a period that is, and in quantities that are, reasonable having regard to the product, the scale of advertising of the product and the price offered (bait advertising)

6. Making an invitation to purchase products at a specified price and then:
 

(a) refusing to show the advertised item to consumers; or

(b) refusing to take orders for it or deliver it within a reasonable time or

(c) demonstrating a defective sample of it, with the intention of promoting a different product (bait and switch)

 

7. Falsely stating that a product will only be available for a very limited time, or that it will only be available on particular terms for a very limited time, in order to elicit an immediate decision and deprive consumers of sufficient opportunity or time to make an informed choice

15. Claiming that the trader is about to cease trading or move premises when he is not

16. Claiming that products are able to facilitate winning in games of chance

19. Claiming in a commercial practice to offer a competition or prize promotion without awarding the prizes described or a reasonable equivalent

20. Describing a product as ‘gratis’, ‘free’, ‘without charge’ or similar if the consumer has to pay anything other than the unavoidable cost of responding to the commercial practice and collecting or paying for delivery of the item

31. Creating the false impression that the consumer has already won, will win, or will on doing a particular act win, a prize or other equivalent benefit, when in fact either:

 

there is no prize or other equivalent benefit, or

taking any action in relation to claiming the prize or other equivalent benefit is subject to the consumer paying money or incurring a cost

 

 

Directive 98/6/EC on the Prices of Products offered to Consumers (PPD)

 

Article 1

 

The purpose of this Directive is to stipulate indication of the selling price and the price per unit of measurement of products offered by traders to consumers in order to improve consumer information and to facilitate comparison of prices

 

Article 2

 

For the purposes of this Directive:

 

(a) selling price shall mean the final price for a unit of the product, or a given quantity of the product, including VAT and all other taxes;

(b) unit price shall mean the final price, including VAT and all other taxes, for one kilogramme, one litre, one metre, one square metre or one cubic metre of the product or a different single unit of quantity which is widely and customarily used in the Member State concerned in the marketing of specific products

(c) products sold in bulk shall mean products which are not pre-packaged and are measured in the presence of the consumer

(d) trader shall mean any natural or legal person who sells or offers for sale products which fall within his commercial or professional activity

(e) consumer shall mean any natural person who buys a product for purposes that do not fall within the sphere of his commercial or professional activity

 

 

Article 3

 

  1. The selling price and the unit price shall be indicated for all products referred to in Article 1, the indication of the unit price being subject to the provisions of Article 5. The unit price need not be indicated if it is identical to the sales price
  2. Member States may decide not to apply paragraph 1 to:

 

— products supplied in the course of the provision of a service

— sales by auction and sales of works of art and antiques

 

  1. For products sold in bulk, only the unit price must be indicated
  2. Any advertisement which mentions the selling price of products referred to in Article 1 shall also indicate the unit price subject to Article 5

 

Article 4

 

  1. The selling price and the unit price must be unambiguous, easily identifiable and clearly legible. Member States may provide that the maximum number of prices to be indicated be limited
  2. The unit price shall refer to a quantity declared in accordance with national and Community provisions

 

Where national or Community provisions require the indication of the net weight and the net drained weight for certain pre-packed products, it shall be sufficient to indicate the unit price of the net drained weight

 

Article 5

 

  1. Member States may waive the obligation to indicate the unit price of products for which such indication would not be useful because of the products' nature or purpose or would be liable to create confusion
  2. With a view to implementing paragraph 1, Member States may, in the case of non-food products, establish a list of the products or product categories to which the obligation to indicate the unit price shall remain applicable

 

 

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D. Advice & Clearance

General

International

 

The ICAS Global Factbook of Self-Regulatory Organizations 2019

 

EASA (European Advertising Standards Alliance)

http://www.easa-alliance.org/

 

EASA membership

http://www.easa-alliance.org/members

 

Link to Best Practice Recommendations

http://www.easa-alliance.org/products-services/publications/best-practice-guidance

 

Appendix 2: The EASA Statement of Common Principles and Operating Standards of Best Practice (May 2002)

http://www.easa-alliance.org/sites/default/files/EASA%20Common%20Principles%20and%20Operating%20Standards%20of%20Best%20Practice.pdf

 

Appendix 3: The EASA Best Practice Self-Regulatory Model (April 2004)

http://www.easa-alliance.org/sites/default/files/EASA%20Best%20Practice%20Self-Regulatory%20Model.pdf

 

EASA Digital Marketing Communications Best Practice Recommendation 

http://www.easa-alliance.org/sites/default/files/EASA%20Best%20Practice%20Recommendation%20on%20Digital%20Marketing%20Communications.pdf

 

EASA Best Practice Recommendation on Online Behavioural Advertising

http://www.easa-alliance.org/sites/default/files/EASA%20Best%20Practice%20Recommendation%20on%20Online%20Behavioural%20Advertising_0.pdf

 

EASA Best Practice Recommendation on Influencer Marketing

https://www.easa-alliance.org/sites/default/files/EASA%20BEST%20PRACTICE%20RECOMMENDATION%20ON%20INFLUENCER%20MARKETING_2020_0.pdf

 

 

 

 

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E. Links

Sector

Section E

 

 

LEGISLATION

 

 

The Constitution

 

CONSTITUTION of the Federative Republic of Brazil. Article 22, item XXIX competence to legislate on commercial advertising; article 220 freedom of expression; prohibition of censorship; restrictions on programming and advertising.  Paragraph 4. Commercial advertising of tobacco, alcoholic beverages, pesticides, medicines and therapies shall be subject to legal restrictions, in accordance with item II of the preceding paragraph and shall contain, whenever necessary, a warning concerning the damages which may be caused by their use.

http://www.stf.jus.br/arquivo/cms/legislacaoConstituicao/anexo/brazil_federal_constitution.pdf

 

 

Consumer Protection

 

Federal Law No. 8.078 of September 11th 1990; the Brazilian Consumer Protection Code. This is the core legislation relating to marketing and advertising in Brazil. Conar, the Self-Regulatory Organisation, lists the following articles as relevant: 6, 10, 30, 31, 33, 35, 36, 37, 38, 60, 63, 67, 68. Chapter V Section III covers advertising specifically, with provisions on Identifiablity, substantiation, misleadingness, exploitation of children's inexperience, and the environment inter alia. Earlier articles cover broader commercial practices including some aspects of distance selling and especially in thit context information required in communications.

http://www.g-regs.com/downloads/BRGenConsProtection8078.pdf (EN unofficial translation)

 

 

Privacy

 

General Law on Protection of Personal Data (LGPD). Law No. 13,709, of August 14, 2018. As amended by 13.853/2019. In force August 2020. Apparently inspired by the EU's GDPR. The key article 7 provides the same bases for lawful processing of personal data as the GDPR - Consent and Legitimate Interest (inter alia). Article 8 The consent provided for in item I of art. 7 of this Law must be provided in writing or by another means that demonstrates the intention of the holder.Article 10: When the treatment is based on the legitimate interest of the controller, only personal data strictly necessary for the intended purpose may be processed. § 2 The controller must adopt measures to guarantee the transparency of the data processing based on its legitimate interest. Privacy issues should be reviewed with specialist advisors. 

http://www.planalto.gov.br/ccivil_03/_ato2015-2018/2018/lei/L13709.htm

 

 

Sector-specific

 

LAW No. 9.294, OF JULY 15th 1996. Governs restrictions on the use and advertising of smoking products, alcoholic beverages, medicines, therapeutic remedies and pesticides, pursuant to the terms of Art. 220, § 4 of the Federal Constitution. This is the seminal law for alcohol marketing in Brazil, albeit the day-to-day regulation of alcohol advertising is the responsibility of Self-Regulation. Alcoholic beverages are defined under article 1 as  'potable beverages with an alcohol content greater than thirteen degrees Gay Lussac' (essentially the same as ABV). Article 3, Section 2 provides for 'warning messages' in alcohol advertising, and the core article 4 requires that TV and radio advertising is confined to the period between 9pm and 6am, the product may not be associated with with Olympic or competitive sports, with the healthy performance of any activity, or with the driving of vehicles and images or ideas of people’s increased success or sexuality. Labels on packaging of alcoholic beverages are to include Excess Consumption warnings. Article 5 exempts some marcoms from the warning message requirements and permits some limited forms within the restricted broadcast period. The Federal Court of the 4th Region of Rio Grande  on 11/12/2014 ruled that law 9.294 will define alcoholic beverages as those exceeding 0.5 degrees, which would bring in broadcast restrictions to, effectively, the whole market. It is not clear whether this decision applies beyond the jurisdiction of the 4th region:

http://www.planalto.gov.br/ccivil_03/Leis/L9294.htm (PT)

https://www.tobaccocontrollaws.org/files/live/Brazil/Brazil%20-%20Law%20No.%209.294.pdf (EN unofficial translation)

 

Draft law from the national Congress (Brazilian parliament). Amends Article 1 of the Law 9.294, of July 15, 1996, which provides for restrictions on the use and advertising of smoking products, alcoholic beverages, drugs, therapies and pesticides, adding  the following article: 'Considered to be alcoholic drinks, for all legal purposes, are potable (drinkable) beverages containing alcohol in itheir composition, with a concentration of 0.5 Gay-Lussac degree or more.'

http://www.planalto.gov.br/ccivil_03/Projetos/PL/2008/msg21-080121.htm

 

 

 

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SELF- REGULATION

 

 

CONAR (Conselho Nacional De Autorregulamentaçāo Publicitária), The National Council for Advertising Self-Regulation, express their mission as the prevention of misleading or abusive advertising and the defense of freedom of commercial expression. Constituted by advertisers and professionals from other areas, Conar responds to complaints from consumers, authorities, associates or developed by members of the board itself. Complaints are judged by the Ethics Council , with the right of defense to those responsible for the advertising. Maintained by the contribution of the main Brazilian advertising entities and their affiliates - advertisers, agencies and media - it is headquartered in the city of São Paulo and operates nationally. It was founded in 1980:

http://www.conar.org.br/

 

The Brazilan Code of Advertising Self-Regulation consists primarily of General Principles under Chapter I which provides rules for e.g. misleadingness, decency, honesty, privacy protrection, children etc, and rules for 'special ad categories' under a series of 'Exhibits'. The scope of the Code is here. In the case of Alcohol, 'an alcoholic beverage is considered, for the purposes of advertising ethics, to be classified as such under the official rules and regulations to which its licensing is subject. This Code, however, distinguishes between three categories ofalcoholic beverages: those normally consumed during meals, therefore called table (beers and wines, under Appendix “P”); other alcoholic beverages, whether fermented, distilled, rectified or obtained by mixing (usually served in doses, whose advertising is regulated by Annex A); and the category of "ices", "coolers", "pop alcohol", "ready to drink", "malternatives", and products similar to them, in which the alcoholic beverage is presented in a mixture with water, juice or soft drink, framed in its own Annex (Annex T), and in Annex A, when applicable. The full Code can be found under the same link as the Conar entry above, which follows as the first link. The second and third are pdfs of the full Code in Portuguese and English repsectively, that we have downloaded from the Conar website :

http://www.conar.org.br/

https://www.g-regs.com/downloads/BRGenCodigo_e_anexos_2019-03-05.pdf

https://www.g-regs.com/downloads/BRGenBrazilianAdvertisingSRCodeEN.pdf

 

 

Trade Associations

 

 

Cervbrasil. Associacao Brasileira da Indutria da cerve JA. At the time of writing, the Cervbrasil website was down. Earlier research indicated that the association does not publish codes/ rules/ guidelines for marketing communications:
 
 
Abracerva. Associacao Brasileira  de Cerveja Artesanal. The association for artesanal beers. Included here because: 'We make special beers. If possible at a profit, if necessary at a loss; but always special beers.'
 
 
All Alcohol sectors
 
The Brazilian Beverage Association ABRABE 'has been working since 1974 for the sectorial interests of beverage manufacturers and importers in Brazil. It is the entity that brings together all categories of alcoholic beverages: spirits, cachaça, beer and wines. Abrabe is for the promotion of responsible consumption of alcoholic beverages and therefore of responsible advertising. The Association fully supports the Brazilian Code of Advertising Self-Regulation of CONAR (National Council for Advertising Self-Regulation), which, coupled with the Council's rapid action, are efficient instruments in combating irresponsible advertising of alcoholic beverages.'
Commercial Communication of Alcoholic Beverages in the Digital Universe. Manual of Best Practices. This material was designed to serve as a guide for the digital marketing initiatives of the Brazilian Beverage Association (ABRABE) and its members, and is available to anyone who wishes to use it as a reference. Through initiatives such as this, we intend to strengthen the advertising self-regulation system in Brazil.'
 
 
Spirits
 
ANEBE. Associação Nacional de Empresas de Bebidas Espirituosas. 'Created in September 2000, the National Association of Spirit Drinks Companies (ANEBE) brings together the main spirits companies in Portugal. As a national platform for the spirit drinks industry Anebe has the primary mission of giving a collective voice to the sector's values ​​and the challenges that face Portuguese society.' The association supports/ manages a number of initiatives related to responsibe consumption; these can be found in the second link below :

 

 

Internationally

 

IARD

 

The International Alliance for Responsible Drinking IARD; http://www.iard.org

IARD is a not-for-profit organisation dedicated to addressing the global public health issue of harmful drinking. Its members are leading international beer, wine, and spirits producers. IARD is the Secretariat of the Beer, Wine and Spirits Producers’ Commitments to Reduce Harmful Drinking.

 

‘Guiding Principles: Self-Regulation of Marketing Communications for Beverage Alcohol’ were published in November 2011. The Guiding Principles serve as a tool for highlighting the underlying global values in responsible advertising and marketing practices across beverage alcohol industry sectors and forming a basis for developing new codes or assessing existing codes in diverse markets:

https://www.iard.org/science-resources/detail/Guiding-Principles-Self-Regulation-of-Marketing-Co

 

To supplement the Guiding Principles, Digital Guiding Principles (DGPs) were launched in September 2014. The scope of the DGPs is “relevant to all branded alcohol beverage digital marketing communications (paid and unpaid), including but not limited to advertising and marketing communications on websites such as social network sites and blogs, as well as mobile communications and applications, where the content of those communications is under the control of alcohol beverage companies’ marketers.”

 

 

WFA: Responsible Marketing Pact

 

The World Federation of Advertisers (WFA). WFA is the only global organisation representing the common interests of marketers. It brings together the biggest markets & marketers worldwide, representing approximately 90% of global marketing communications spend. WFA champions responsible, effective marketing communications: 

http://www.wfanet.org/en

The Responsible Marketing Pact came into force from 1st June 2015. Under the RMP, Europe’s largest alcohol producers (AB InBev, Bacardi, Brown-Forman, Carlsberg, Diageo, Heineken, and Pernod Ricard) have agreed to build common standards for the responsible marketing of their brands. See https://www.wfanet.org/priorities/public-affairs/alcohol-marketing/ and the rmp website is here: 

https://the-rmp.eu/ 

 

 

 

 

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General

International

SECTION E SOURCES/ LINKS

 

 

SELF-REGULATION 
 

ICC

 

ICC Advertising and Marketing Communications Code 2018. In September 2018, the International Chamber of Commerce introduced the newly revised Advertising and Marketing Communications Code (the Code). From the website:  'This tenth edition of the Code covers all marketing communications, regardless of form, format or medium. Marketing communications are to be understood in a broad sense (see definitions) but obviously do not extend indiscriminately to every type of corporate communication. For instance, the Code may not apply to corporate public affairs messages in press releases and other media statements, or to information in annual reports and the like, or information required to be included on product labels. Likewise, statements on matters of public policy fall outside the scope of this code. Corporate Social Responsibility (CSR) programmes as such are not covered by the Code; however, when a CSR statement appears as a claim in a marketing communication, the Code is applicable. The Code also applies to marketing communication elements of a CSR programme, for example where a sponsorship is included in such a programme. Finally, communications whose primary purpose is entertaining or educational and not commercial, like the content of television programmes, films, books, magazines or video games, are not intended to be covered by this code.'

https://iccwbo.org/wp-content/uploads/sites/3/2018/09/icc-advertising-and-marketing-communications-code-int.pdf (EN)

Translation of the code into several languages can be found here

 

Additional guides and frameworks (all EN)


ICC Guide for Responsible Mobile Marketing Communications

Mobile supplement to the ICC Resource Guide for Self-Regulation of Interest Based Advertising

ICC Framework for Responsible Marketing Communications of Alcohol

ICC Resource Guide for Self-Regulation of Online Behavioural Advertising

ICC Framework for Responsible Environmental Marketing Communications

ICC Framework for Responsible Food and Beverage Marketing Communication

ICC Guidance on Native Advertising 

 

ICC toolkits

 

 

IAB Europe

 

IAB (Interactive Advertising Bureau) Europe: Its mission is to 'protect, prove, promote and professionalise' Europe's online advertising, media, research and analytics industries. Together with its members, companies and national trade associations, IAB Europe represents over 5,500 organisations with national membership including 27 National IABs and partner associations in Europe. 

http://www.iabeurope.eu/

'The Gold Standard is open to all IAB UK members who buy and sell digital media. It improves the digital advertising experience, helps compliance with the GDPR and ePrivacy law, tackles ad fraud and upholds brand safety':

https://www.iabuk.com/goldstandard

February 2022. EU Regulators Rule Ad Tech Industry's TCF Framework Violates GDPR from GALA/ Mondaq. From that: 'The Belgian Data Protection Authority (DPA) has ruled that the Transparency and Consent Framework (TCF) adopted by Europe's ad tech industry violates the General Data Protection Regulation (GDPR). Further story here

IAB Europe published in May 2020 the Guide to the Post Third-Party Cookie Era and in July 2021 the Guide to Contextual Advertising 

IAB Europe's December 2021 Guide to Native Advertising provides 'up-to-date insight into native ad formats and key considerations and best practices for buyers.' 

 

 

ICAS

 

From their website: 'The International Council for Advertising Self-Regulation (ICAS) is a global platform which promotes effective advertising self-regulation. ICAS members include Self-Regulatory Organizations (SROs) and other national, regional and international bodies working to ensure that advertising and marketing communications are legal, honest, truthful and decent.' In December 2021, ICAS published the fourth edition of its Global SRO Database and Factbook

https://icas.global/about/

 

EASA: European Advertising Standards Alliance

 
'EASA has a network of 40 organisations representing 27 advertising standards bodies (also called self-regulatory organisations) from Europe and 13 organisations representing the advertising ecosystem (the advertisers, agencies and the media). EASA's role is to set out high operational standards for advertising self-regulatory systems, as set out in the Best Practice Model and EASA's Charter. EASA also provides a space for the advertising ecosystem to work together at European and international level to address common challenges and make sure advertising standards are futureproof.' EASA’s membership consists of 38 SROs from Europe and beyond, and 16 advertising industry associations, including advertisers, agencies and the media. 

http://www.easa-alliance.org/

 

Best Practice Recommendation on Digital Marketing Communications (updated 2023): EASA revised its Best Practice Recommendation (BPR) on Digital Marketing Communications in 2023 to ensure advertising standards remain effective and relevant when it comes to 'the ever-changing digital landscape and interactive marketing techniques'. Emphasis is placed on the need for all marketing communications to be easily identifiable for consumers, no matter where or how they are displayed: 

https://www.easa-alliance.org/publications/easa-best-practice-recommendations-digital-marketing-communications/

 

EASA Best Practice Recommendation on OBA (Revised Oct. 2021): provides for a pan-european, industry-wide self-regulatory standard for online behavioural advertising. The Mobile Addendum in 2016 extended the types of data relevant to OBA Self-Regulation, to include cross-application data, location data, and personal device data. The BPR incorporates (in sections 2 and 3) and complements IAB Europe’s self-regulatory Framework for OBA:

https://www.easa-alliance.org/publications/easa-best-practice-recommendation-on-oba-2021/

 

EASA Best Practice Recommendation on Influencer Marketing 2023. From the document: The EASA Best Practice Recommendation on Influencer Marketing aims to look at the key elements of influencer marketing techniques and assist SROs in creating their own national guidance by showcasing already existing national guidance on this topic across the SR networks and elaborating the different elements a guidance should address and define. EASA recognises that, subject to local parameters SROs may vary in their national practices and choose to go beyond what is suggested in this document or design and implement alternative strategies and guidelines to ensure that influencer marketing abides by the national advertising codes and is honest, decent and truthful and can be thus trusted by consumers.

https://www.easa-alliance.org/publications/best-practice-recommendation-on-influencer-marketing-guidance_v2023/

 

The European Interactive Digital Advertising Alliance (EDAA)

 

The EDAA has been established by a cross-industry coalition of European-level associations  with an interest in delivering a responsible European Self-Regulatory Programme for OBA in the form of pan-European standards  The EDAA essentially administers this programme; their principal purpose is to licence the OBA Icon to companies. It is also responsible for integrating businesses on the Consumer Choice platform - www.youronlinechoices.eu and ensuring credible compliance and enforcement procedures are in place through EDAA-approved Certification Providers who deliver a ‘Trust Seal’. It also coordinates closely with EASA and national SRO’s for consumer complaint handling

 

 

FEDMA

 

FEDMA (Federation of European Direct and Interactive Marketing) is a Brussels-based, pan-European association representing twenty-one national DMA’s and corporate members 
https://www.fedma.org/

 

 

THE EU PLEDGE 

 

The EU Pledge, enhanced July 2021 effective January 2022, is a voluntary initiative by leading Food and Beverage companies, accounting for over 80% of food and soft drink advertising expenditure in the EU, to change food and soft drink advertising to children under the age of thirteen in the European Union. It consists of three main commitments:

 

 

The EU Pledge Implementation guidance, in detail and by medium, is here. The Pledge is consistent with the International Food & Beverage Alliance (IFBA)’s 2021 Global Responsible Marketing policy

 

WFA

https://wfanet.org/about-wfa/who-we-are

 

‘WFA is the only global organisation representing the common interests of marketers. It is the voice of marketers worldwide, representing 90% of global marketing communications spend – roughly US$900 billion per annum. WFA champions more effective and sustainable marketing communications.’

 

Planet Pledge is a CMO-led framework designed to galvanise action from marketers within our membership to promote and reinforce attitudes and behaviours which will help the world meet the challenges laid out in the UN SDGs (Sustainable development goals).

https://wfanet.org/leadership/planet-pledge

 

The Responsible Marketing Pact (RMP) aims to reduce minors’ exposure to alcohol marketing, limit the appeal of alcohol marketing to minors, and strive to ensure minors’ social media experience is free from alcohol ads.

 

 

EUROPEAN LEGISLATION

 

Channel Regulations and Directives 

 

Regulation 2016/679 on the protection of natural persons with regard to the processing of personal data and on the free movement of such data, and repealing Directive 95/46/EC. The General Data Protection Regulation (GDPR) came into force on May 25 2018, and is accompanied by Directive 2016/680, which is largely concerned with supervising procedures, and which should have been transposed into member states’ legislation by 6th May 2018

https://eur-lex.europa.eu/eli/reg/2016/679/oj 

 

Article 29 Working Party/ EDPB

 

The Article 29 Working Party was established under article 29 (hence the name) of Directive 95/46/EC on the protection of individuals with regard to the processing of personal data and on the free movement of such data (Personal Data Protection Directive). It has an advisory status and acts independently of the European Commission. The arrival of the GDPR heralded the demise/re-working of A29WP, and its replacement by the European Data Protection Board: 

https://edpb.europa.eu/.

 

All documents from the former Article 29 Working Party remain available on this newsroom

Article 29 Working Party archives from 1997 to November 2016:

http://ec.europa.eu/justice/article-29/documentation/index_en.htm.

More recent documents:

 

 

 

Key Directives in marketing communications

 

Privacy/ cookies

 

Directive 2002/58/EC of the European Parliament and of the Council of 12 July 2002 concerning the processing of personal data and the protection of privacy in the electronic communications sector (Directive on privacy and electronic communications, the ‘e-Privacy Directive’). This Directive ‘provides for the harmonisation of the national provisions required to ensure an equivalent level of protection of fundamental rights and freedoms, and in particular the right to privacy and confidentiality, with respect to the processing of personal data in the electronic communication sector.’ The directive was amended by Directive 2009/136/EC; the ‘Cookie directive’, provisions found under article 5.3 of the E-Privacy Directive. Article 13 for Consent and ‘soft opt-in’ requirements

https://eur-lex.europa.eu/eli/dir/2002/58

 

The ‘Cookie Directive’ 2009/136/EC amending Directive 2002/58/EC concerning the processing of personal data and the protection of privacy in the electronic communications sector 
https://eur-lex.europa.eu/legal-content/EN/TXT/?uri=CELEX:32009L0136

 

e-Privacy Regulation draft (10 February 2021)

 

Proposal for a Regulation of the European Parliament and of the Council concerning the respect for private life and the protection of personal data in electronic communications and repealing Directive 2002/58/EC (Regulation on Privacy and Electronic Communications):

https://data.consilium.europa.eu/doc/document/ST-6087-2021-INIT/en/pdf

Statement on the ePrivacy Regulation and the future role of Supervisory Authorities and the EDPB. Adopted on 19 November 2020:
https://edpb.europa.eu/sites/default/files/files/file1/edpb_statement_20201119_eprivacy_regulation_en.pdf

February 2022 Clifford Chance/ Lex E-Privacy check-in: where we are, and where we're headed
March 2022 Härting Rechtsanwälte/ Lex ePrivacy Regulation: EU Council agrees on the draft

 

e-Commerce

 

Directive 2000/31/EC of the European Parliament and of the Council of 8 June 2000 on certain legal aspects of information society services, in particular electronic commerce, in the Internal Market ('Directive on electronic commerce'). ‘information society services’ are defined as ‘any service normally provided for remuneration, at a distance, by electronic means and at the individual request of a recipient of services.’ Article 5 covers general information to be provided by the ‘service provider’, which information should be made ‘easily, directly and permanently accessible to the recipients of the service’. The Directive sets out the information requirements for commercial communications which are part of, or constitute, an information society service under article 6.

https://eur-lex.europa.eu/legal-content/EN/ALL/?uri=CELEX:32000L0031

 

Pricing

 

Directive 98/6/EC of the European Parliament and of the Council of 16 February 1998 on consumer protection in the indication of the prices of products offered to consumers. The purpose of this Directive is to stipulate indication of the selling price and the price per unit of measurement of products offered by traders to consumers in order to improve consumer information and to facilitate comparison of prices (Article 1). For the purposes of this Directive, selling price shall mean the final price for a unit of the product, or a given quantity of the product, including VAT and all other taxes (Article 2a). While this legislation seems prima facie most suited to ‘goods on shelves’ as it requires unit prices (the final price, including VAT and all other taxes, for one kilogramme, one litre, one metre, one square metre or one cubic metre of the product), the Directive was used as the basis for a significant ECJ judgement on car pricing in advertising. Some amendments to Directive 98/6/EC related to price reduction information are provided in Directive 2019/2161 linked below.
https://eur-lex.europa.eu/legal-content/EN/ALL/?uri=celex:31998L0006

 

Commercial practices 

 

Directive 2005/29/EC of The European Parliament and of The Council of 11 May 2005 concerning unfair business-to-consumer commercial practices in the internal market and amending Council Directive 84/450/EEC, Directives 97/7/EC, 98/27/EC and 2002/65/EC and Regulation (EC) No 2006/2004 (the ‘Unfair Commercial Practices Directive’ – UCPD). This is the European legislation that most impacts marketing and advertising in Europe. Some amendments to Directive 2005/29/EC are provided in Directive 2019/2161 linked below; these are supposed to be transposed by November 2021 and in force in member states by May 2022.

https://eur-lex.europa.eu/eli/dir/2005/29/oj
Guidance:
December 2021, the European Commission issued Guidance on the interpretation and application of the UCPD, updating the 2016 version. 

 

 

The Omnibus Directive 

 

Directive (EU) 2019/2161 of the European Parliament and of the Council of 27 November 2019 amending Council Directive 93/13/EEC and Directives 98/6/EC, 2005/29/EC and 2011/83/EU of the European Parliament and of the Council as regards the better enforcement and modernisation of Union consumer protection rules. This directive, which 'aims to strengthen consumer rights through enhanced enforcement measures and increased transparency requirements', sets out some new information requirements related to search rankings and consumer reviews under the UCPD 2005/29/EC, new pricing information under Directive 2011/83/EU in the context of automated decision-making and profiling of consumer behaviour, and price reduction information under the Product Pricing Directive 98/6/EC. More directly related to this database, and potentially significant for multinational advertisers, is the clause that amends article 6 (misleading actions) of the UCPD adding ‘(c) any marketing of a good, in one Member State, as being identical to a good marketed in other Member States, while that good has significantly different composition or characteristics, unless justified by legitimate and objective factors’. Recitals related to this clause, which provide some context, are here. Helpful explanatory piece on the Omnibus Directive 2019/2161 from A&L Goodbody via Lexology here. Provisions are supposed to be transposed by November 2021 and in force in member states by May 2022. 
https://eur-lex.europa.eu/eli/dir/2019/2161/oj

 

Comparative advertising

 

Directive 2006/114/EC of the European Parliament and of the Council of 12 December 2006 concerning misleading and comparative advertising (codified version):

https://eur-lex.europa.eu/legal-content/EN/TXT/?uri=celex%3A32006L0114

 

Audiovisual media

 

Directive 2010/13/EU of the European Parliament and of the Council of 10 March 2010 on the coordination of certain provisions laid down by law, regulation or administrative action in Member States concerning the provision of audiovisual media services: the Audiovisual Media Services Directive, or AVMSD. This is the codified version of the much-amended Directive 89/552/EEC and represents the core European broadcast legislation, providing significant structural and content rules, applied largely consistently across member states.  From a marcoms perspective, the core articles are 9 (Discrimination, safety, the environment, minors and some prohibitions), 10 (Sponsorship), 11 (Product Placement) and 22 (Alcoholic beverages rules).

https://eur-lex.europa.eu/legal-content/EN/ALL/?uri=CELEX%3A32010L0013

 

AVMSD amendment

 

Directive (EU) 2018/1808 of the European Parliament and of the Council of 14 November 2018 amending Directive 2010/13/EU on the coordination of certain provisions laid down by law, regulation or administrative action in Member States concerning the provision of audiovisual media services (Audiovisual Media Services Directive) in view of changing market realities. The background to this significant development of the AVMSD is here and there's a helpful piece from Simmons and Simmons LLP/ Lexology here. In broad terms, the Directive addresses the changes in media consumption in recent years and pays particular attention to the protection of minors in that context, extending rules to e.g. shared content on SNS. There are ‘strengthened provisions to protect children from inappropriate audiovisual commercial communications for foods high in fat, salt and sodium and sugars, including by encouraging codes of conduct at EU level, where necessary’. See article 4a. Rules for alcoholic beverages are extended to on-demand audiovisual media services, but those provisions (social/ sexual success etc.) are not amended. Another significant aspect is the introduction of rules for video-sharing platforms in particular under articles 28a and 28b; new rules include the identification of commercial communications where known. The Directive entered into force 18th December 2018; member states are required to have transposed into national law by 19th September 2020.

https://eur-lex.europa.eu/eli/dir/2018/1808/oj

 

Food Regulations

 

EU Regulation 1924/2006 on nutrition and health claims made on foods. The annex to the Regulation contains the nutritional claims and the conditions under which they can be made for individual products. More information on the Regulation is here, and the Regulation itself is found in full from the link below:

http://eur-lex.europa.eu/legal-content/EN/TXT/PDF/?uri=CELEX:02006R1924-20121129&from=EN

 

Regulation 432/2012 establishing a list of permitted health claims made on foods, other than those referring to the reduction of disease risk and to children’s development and health. This Regulation carries an updated annex with the complete list of approved health (as opposed to nutrition) claims and their conditions of use:

https://eur-lex.europa.eu/legal-content/EN/ALL/?uri=CELEX%3A32012R0432

 

Regulation 1169/2011 on the provision of food information to consumers. While this Regulation is largely to do with labelling, it also incorporates a number of broad requirements for advertising, largely to do with misleadingness, set out under Article 7:

http://eur-lex.europa.eu/legal-content/EN/TXT/HTML/?uri=CELEX:32011R1169&from=EN

 

​Regulation 609/2013 on food intended for infants and young children, food for special medical purposes, and total diet replacement for weight control:

eur-lex.europa.eu/legal-content/EN/ALL/?uri=celex%3A32013R0609

 

Audiovisual media 

 

AVMS Directive (incorporating some alcohol rules). Directive 2010/13/EU on the coordination of certain provisions laid down by law, regulation or administrative action in Member States concerning the provision of audiovisual media services (Audiovisual Media Services Directive). Article 9 for General rules, 22 for Alcohol rules. Consolidated version following amends of Directive 2018/1808:

 

 

The Digital Services Act

 

Regulation (EU) 2022/2065 of the European Parliament and of the Council of 19 October 2022 on a Single Market For Digital Services and amending Directive 2000/31/EC (Digital Services Act). European Commission pages on the DSA are here. Wikipedia entry is here. Helpful legal commentary, which also addresses the Digital Markets Act, is from DLA Piper/ Lex February 2023: Online advertising: A regulatory patchwork under construction. Key marcoms issues for advertisers/ platforms are the identification of advertising material and parameters used for its targeting and the prohibition of advertising based on profiling that uses using special data categories such as religious belief, health data sexual orientation etc. (art.26), or if the platform has reason to believe the recipient is a minor (art. 28). The Regulation applies from February 2024. 

https://eur-lex.europa.eu/legal-content/EN/TXT/?uri=celex%3A32022R2065

 

 

The Digital Markets Act

 

Regulation (EU) 2022/1925 of the European Parliament and of the Council of 14 September 2022 on contestable and fair markets in the digital sector and amending Directives (EU) 2019/1937 and (EU) 2020/1828 (Digital Markets Act). European Commission pages are here; from those: 'Some large online platforms act as "gatekeepers" in digital markets. The Digital Markets Act aims to ensure that these platforms behave in a fair way online.Together with the Digital Services Act, the Digital Markets Act is one of the centrepieces of the European digital strategy.' Wikipedia entry is here.  Article 2a prohibits the processing, for the purpose of providing online advertising services, personal data of end users using services of third parties that make use of core platform services of the gatekeeper, unless the end user has been presented with the specific choice and has given consent within the meaning of Article 4, point (11), and Article 7 of Regulation (EU) 2016/679. The Regulation entered into force on 1st November 2022 and applied on 2nd May, 2023. Gatekeepers will be identified and they will have to comply by 6th March 2024 at the latest.

https://eur-lex.europa.eu/eli/reg/2022/1925

 

 

 

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