Overall, your marketing communication should be decent, honest, truthful; should not offend prevailing standards of taste, decency and more generally prepared with a due sense of responsibility. Check if that’s the case:
1. Would you feel comfortable describing the marketing communications activity to parents at your sons’/daughters’ school or in a town hall meeting?
2. Would you feel at ease to stand up in a law court and defend your marketing communications activity as legal, decent, truthful and honest?
3. Would you expect a favorable public reaction if a newspaper ran an article about your initiative? If your competitor did this would you feel aggrieved?
4. Are you confident that your marketing communications activity is in line with the law and national advertising standards in your country?
5. Have you checked the media data for the marketing communications channel you are planning to use whether it meets the 70/30-threshold requirement? Did you use data – in particular for digital media - that are from syndicated sources or otherwise credibly independent for this check?
6. Are you sure your marketing activity could not be misunderstood as targeting or appealing to minors? Would someone you consider as a reasonable person possibly believe that your initiative could encourage youngsters to irresponsible or risky drinking?
7. If you had a minor, would you be content if your minor were involved, directly or indirectly, in the action portrayed in the communication? Would you be content if your minor acted out the scene in real life?
8. If this scene in your marketing communications activity were real, would the person featured be at risk of harming him or herself or others? Would you feel comfortable defending it as ‘safe’ at a later stage if someone had an accident (whether fatal or not) as a result of copying the action portrayed?
9. Is the alcohol content information factual and objectively truthful? Are the alcoholic nature and strength of the product clear to a reasonable person?
10. Does the language of the marketing communications activity avoid implying that mental or physical ability is enhanced?
11. Does your marketing communications activity ensure that any reasonable person will not believe that drinking enhances social or sexual success? Would you like to see your spouse/partner portrayed in this activity? Will men and women understand the communication in the same way and find it equally inoffensive?If you have developed digital media communication tools for your client (brand website, apps, facebook page, twitter feed, etc….) you must comply with specific rules (see digital media rules- next button), in particular:
12. Have you asked consumers to affirm their age when interacting directly with you through any digital media communications (day/month/year and country of residence)?
- People under legal purchasing age in their country of residence should be denied access.
- Denied visitors should be given an appropriate message to explain why access is refused and/or sent to a responsible consumer information website
- They should not be able to easily back click and re-enter a different date of birth.
13. “Remember me” option should be accompanied with a message inviting visitors to consider the appropriateness of “clicking” this button if the computer is shared with underage people.
14. If it is under your responsibility, are you sure you have the right resources to monitor User Generated Content? and the right process in place to remove unacceptable ones?
15. If you have created download content, have you inserted an instruction that such content should not be forward to people below 18 years old?
16. Is your communication respecting the user privacy rules (protection of the data collected, is the user able to “opt-in” before receiving your direct communication, etc)?
17. Is your marketing communications recognizable as a commercial message to consumers?
18. Have you made sure that where practical, all the communication tools you have created are accompanied by a responsible drinking message, preferably in the form of a consumer information website (eg: www.responsibledrinking.eu)?Last but not least…
19. Have you followed your organization’s internal compliance procedure? Have you reviewed this diagnostic with your marketing department? In case of doubt, did you go for copy advice with your National Self-Regulating Organization (SRO) for advertising standards? Check the EASA website http://www.easa-alliance.org to find your appropriate contact.