Alcohol Advertising and Promotion

The alcohol industry has a public responsibility relating to the marketing of its product, that
responsibility can be fulfilled through products and advertising design and placement that meet
these criteria. These tools should be utilized in the most appropriate combination,
considering all circumstances, to provide the requisite support to the seller. Responsible
promotion practices to make sure that teen can't buy alcohol from their stores, and they
can serve as a source of information to reduce the possibility that alcohol legally sold to
an adult will end up in a teenager's hands.
Responsible promotion practices are ke y to preventing illegal alcohol sales. But it
takes more than just telling your staff not to sell to minors. Responsible retailers need
specific policies, backed up by training and accountability that enable staff to say, "If I
sell to you, I'll lose my job.
For this avoid all those media where messages goes to masses like radio,magazine,bill
boards,t.v.The content should be carefully planned direct content that affect company
shows that it is ethically weak.
Because of their reach and potential impact, the entertainment and media industries have a
responsibility to the public in the way they choose to depict alcohol use, especially by those
under the age of 21, in motion pictures, television programming, music, and video games. That
responsibility can be fulfilled by creating and distributing entertainment that:
• Does not glamorize underage alcohol use.
• Does not present any form of underage drinking in a favorable light, especially when
entertainment products are targeted toward underage audiences or likely to be viewed or
heard by them.
• Seeks to present a balanced portrayal of alcohol use, including its attendant risks.
• Avoids gratuitous portrayals of alcohol use in motion pictures and television shows that
target children as a major audience. This is important because children's expectations
toward alcohol and its use are, in part, based on what they see on the screen.
Promotion message is do not design as target underage drinking on college campuses,
institutions of higher education should examine use by their students and the extent to which
they may directly or indirectly encourage, support, or facilitate underage alcohol use. Colleges
and universities can change a campus culture that contributes to underage alcohol use. Some
measures to consider are to:
• Eliminate alcohol sponsorship of athletic events and other campus social activities.
A number of promotion strategies adopt can contribute to a culture that discourages adults from
providing alcohol to minors and that supports an adolescent's decision not to drink. Trends in
youth alcohol consumption in order to develop and evaluate prevention strategies:
• Conduct ongoing public health surveillance on the type(s) of alcohol and the quantity
and frequency with which they are used by age.
• Conduct ongoing, independent monitoring of alcohol marketing to youth to ensure
compliance with advertising standards.

Content of advertising
1. Target audience:
• 25 + mature.
 • Foreign embassy.
• Private foreigners.
• Living in a social elite class.
• Christian community.
• Non-Muslim community.
• Cocktail bars.
• Upper income group probably married education.
• Posh localities of urban cities.

2. Selection of media:

• Never use mass-media.

• Personal selling.
• Direct mailing.
• Word of mouth.
• Telephonic.
• Catalogs will be mailed to targets market or may be followed by personal visit.
3. Theme of the advertising:
• Theme of the advertising should not be that present or project very clear message.
• Attracts or influence more people towards the product.
• Post information about the legal age of purchase and express the importance of
preventing teen access to alcohol.
• No alcohol product is designed or advertised to disproportionately appeal to youth or to
influence youth by sending the message that its consumption is an appropriate way for
minors to learn to drink or that any form of alcohol is acceptable for drinking by those
under the age of 21.

• The content and design of industry Web sites and Internet alcohol advertising do not
especially attract or appeal to adolescents or others under the legal drinking age.

• Does not portray alcohol as an appropriate rite of passage from childhood to adulthood
or as an essential element in achieving popularity, social success, or a fulfilling life.

• Do not disproportionately expose youth to messages about alcohol.

Don’t market to youth. Alcohol products should not be displayed in an area that
contains products likely to be purchased by youth, such as sodas, snack foods or
energy drinks—especially since some alcohol products can look like non-alcoholic
drinks. Don’t display youth-oriented advertising for alcohol products in your store. Free
product sampling may be inappropriate if youth are permitted in the store. Don’t
advertise alcohol products in college or high school publications, or outdoors near
schools or playgrounds
Most importantly: Responsible promotion is a management responsibility. Every
aspect of responsible sales and service of alcohol imposes a responsibility on
management to oversee and respond.

Distribution plan

We use selective distribution:

• Only in main places or cities like Lahore, Karachi, and Islamabad etc.
• Posh localities of urban cities.

1. Mode of distribution:
Delivery system.

2. Train staff and management on the alcohol sales policy.

All staff should be fully trained Before being permitted to sell alcohol. Training should include:
• Information on the risks of underage use of alcohol products;
• Pertinent local and country laws;
• Every aspect of the store policies identified.
• Roll-playing on how to request an ID and deny a sale in a non-confrontational manner.
• Program registers to recognize age-restricted product sales and prompt cashiers to
require ID.

3. Control system of delivery:

The control systems in place for delivering alcohol products purchased and
paid for in advance must include a verification mechanism to ensure that
alcohol is not being sold and delivered to persons less than 18 years of age
and sell only to the required target market.
.
4. Keep records:
Document customer, and law enforcement compliance checks. Results of mystery shop
inspections, compliance checks and disciplinary actions should be placed in the personnel
records of staff. Appoint a high-level employee to oversee the store’s compliance with laws
concerning the sale and marketing of age-restricted products and these Recommended Practices.

5. Most importantly: Responsible Retailing is a management responsibility:

Every aspect of responsible sales and service of alcohol imposes a responsibility on management
to oversee and respond. Don’t serve alcohol to teens. It’s unsafe. It's illegal. It's irresponsible