Ad content

Ensuring our ads only appeal right audiences

In order to ensure that ad content does not appeal to minors, signatories of the RMP have developed a comprehensive exclusion list of over 40 practices and techniques that are likely to be disproportionately appealing to minors. This exclusion list is regularly updated as we continually monitor and fine-tune best practices in order to avoid appealing to minors.

The appeal monitoring by the European Advertising Standards Alliance in 2022 monitored the content of RMP member ads [1], and 99% of ads monitored [2] did not feature a single element from the exclusion list (compared to 98% in 2019).

[1] Monitored in Germany, Hungary, Ireland, Italy, the Netherlands and Spain.
[2] The exercise looked at TV ads, digital ads (pre-rolls on YouTube.) In Germany, Italy, the Netherlands and Spain paid ads on social media (on Facebook, Instagram, Twitter) were also monitored.

2022 Monitoring report

ACTORS

Alcohol Commercial communications must not feature:

Any actor/model below 25 years old in real life.

In addition, they must not feature:

School teachers/personnel;
Child/teenage-related leaders;
Child-related performers & child-related entertainers;
Child-related fairy tale characters.

CELEBRITIES

Alcohol commercial communications must not feature:

Any celebrity whose audience is primarily composed of minors;
Any celebrity below 25 years old, whenever this celebrity actively and explicitly endorses the brand and is core to the commercial communication in his/her individual capacity.

INFLUENCER MARKETING

Online, influencers must age-gate all brand related posts to prevent minors from seeing them. On platforms where it is not possible to age-gate posts effectively, influencers must be over 25 and appeal primarily to adult audiences.

Influencers will be made aware of the RMP exclusion list and will agree not to feature these elements in their brand communications.

HUMAN FICTIONAL CHARACTERS

Alcohol commercial communications must not feature:

Any fictional character (or any associated elements) whose audience is primarily composed of minors;
Any fictional character below 25 years old, whenever this character actively and explicitly endorses the brand and is core to the commercial communication in its individual capacity.

ANIMATED / CARTOON CHARACTERS

Alcohol commercial communications must not feature:

Any animated cartoon character extracted from a piece of work primarily viewed and/or read by minors;
Any animated cartoon character whose style and design are evidently childish.