KUALA LUMPUR, 7 DECEMBER 2023 – The Content Forum has formed a strategic global partnership with a coalition of local and global entities, including retail, business organizations, e-commerce, digital platforms, and advertising associations, to launch the Global Standards Coalition, an initiative against harmful alcohol use. The coalition, led by the International Alliance for Responsible Drinking, is a significant global consortium of beer, wine, and spirits producers.
The Global Standards Coalition, with IARD at the helm, aims to trigger a substantial, positive shift worldwide, focusing on reducing harmful drinking and promoting moderation among alcohol consumers. This coalition is proactively implementing measures to protect vulnerable populations, such as preventing sales to underage or intoxicated individuals and restricting marketing and advertising aimed at younger demographics.
Mediha Mahmood, CEO of the Content Forum, confirms the organization’s commitment, highlighting its alignment with the enhanced 2022 provisions of the Content Code. These provisions have expanded the framework and guidelines for advertising intoxicating liquor. “Our official support aligns with the Content Code’s provisions, which were recently enhanced in 2022 to broaden the framework and guidelines for the advertising of intoxicating liquor,” Mahmood stated.
Henry Ashworth, CEO, and President of IARD, shared his pride in spearheading this crucial initiative. “We invite others to join us in this global initiative to reduce harmful drinking. By harnessing our resources alongside those of policy makers, regulators, healthcare professionals, and societal leaders, we can accelerate positive downwards trends in underage drinking,” Ashworth remarked.
The Content Forum is keenly focused on incorporating local nuances into this global effort, maintaining its commitment to fostering responsible industry practices and supporting initiatives that positively impact Malaysian society.
The Forum has also revised its Content Code, incorporating enhanced provisions that ensure compliance with the Food Act 1983, Food Regulations 1985, and other relevant legislation. The new guidelines demand strict criteria for advertisements, including featuring individuals over 21, discouraging excessive consumption, and protecting vulnerable groups.
A notable addition to the Code is the requirement for responsible drinking messages, including disclaimers for advertisements intended strictly for non-Muslims aged 21 and above and featuring only non-Muslims aged 25 and above. These provisions also mandate that advertisements not target Muslims and anyone below 21.
Moreover, the Content Forum is actively collaborating with stakeholders to develop a comprehensive supplementary guideline for marketing communications of intoxicating liquor, aiming to standardize and promote best practices across the industry.
This collaborative initiative by the Global Standards Coalition and the Content Forum represents a significant step towards responsible advertising and the promotion of safe alcohol consumption, setting a new precedent in the industry for social responsibility and consumer protection.
