The RMP is a voluntary industry initiative of nine European alcohol beverage producers, who together account for roughly 70% of alcohol ad spend in the EU. Its goal is to safeguard minors’ exposure to alcoholic beverages marketing, reduce the appeal of alcohol marketing to minors and ensure that minors' online environment is free from alcohol marketing. The RMP was created in 2014 and achievement of its objectives is monitored every year by independent third parties. The RMP is a signatory of the EU Code of Conduct on Responsible Food Business and Marketing Practices.

See the RMP in numbers

RMP signatories have voluntarily committed:

1. To minimise minors' exposure to alcohol ads.
2. To limit the appeal of alcohol ads to minors.
3. To strive to achieve that minors' online experience is free from alcohol ads.