12/09/2026
Responsible alcohol marketing needs clear, practical guidance that can work across markets.
The 2026 ICC Framework for Responsible Alcohol Marketing Communications updates long-standing ICC guidance on applying the principles of the ICC Advertising and Marketing Communication Code to alcohol marketing and alcohol-free brand extensions.
The updated Framework strengthens clarity around key areas, including protecting children and teens, the responsible marketing of alcohol-free brand extensions and influencer marketing, while also providing updated guidance on honesty, transparency and product definitions.
Developed through consultation with industry representatives, self-regulatory organisations and ICC National Committees, the Framework supports a consistent and responsible approach that can be adapted to diverse legal, cultural and regulatory environments.
Read the 2026 Framework: https://bit.ly/4xQOPO0