The RMP is a voluntary commitment of Europe’s nine largest alcohol beverage producers, who together account for roughly 70% of alcohol ad spend in the EU. Its goal is to minimise minors’ exposure to alcoholic beverages marketing, limit the appeal of alcohol marketing to minors and strive to ensure the online environment is free from alcohol marketing to minors. The RMP has been in force since 2014 and is monitored every year by independent third parties.