Our Alcoholic Beverages Working Group is the catalyst for major changes in the way drinks are advertised. Working with regulators and the wider industry problems are defined and policy developed.
Defining effective but practical TV broadcasting rules was a significant contribution. The Ofcom discussions led to the current BCAP rules. This positive experience of the value of expert, committed, input to responsible marketing has been a signature of ISBA members.
The determination of advertisers to be in partnership with government came out of the work of our group before moving the initiative to include the wider alcohol marketing interests. The No10 Group helped deliver responsibility deals and showed that genuine cooperative working is far more productive than the confrontational approach.
How we work
The Group works with, and supports the Portman Group, the BBPA, WSTA and SWA offering the dedicated advertising perspective to wider industry discussions. We are also members of the UK Advertising Association and input to the work of the independent Research body Credos. In Europe the WFA is actively engaged in issues raised in Brussels.