Self-regulation
Rigorous and structured self-regulation is vital. It helps us to protect our brand reputation and safeguard the freedom of expression in commercial communi- cation we and others in our industry currently enjoy. For this reason, these rules cover a wide range of topics, including responsible drinking, the use of alcohol by minors under the legal purchasing age, drink-drive issues and associations with sports, health and social success.
Norms and standards concerning decency and moral standards can vary across different markets and cultures; so dealing with many of the issues relating to responsible communication takes us into grey areas. This manual provides detailed explanatory notes and case studies to help you understand how we draw the line between acceptable and unacceptable. It also contains guidance about how to plan and develop new communication in order to avoid ‘censor- ship’ or rejection.