In each country where we are implementing this initiative, our goal is to ensure that beverage alcohol marketing codes are high quality, credibly implemented, and wherever possible, undertaken with the cooperation of other relevant stakeholders such as media and advertising industries, appropriate officials and others.

In the countries of focus, we are working with the World Federation of Advertisers (WFA) and other international organizations to develop effective ways to articulate global marketing principles, and then to help establish independent self-regulatory organizations (SROs) to administer and monitor marketing standards. This work is being carried out according to best practices already adhered to, particularly in Europe, North America, Australasia, Japan and elsewhere. Where SROs already exist, we are working to strengthen them so they can be far more effective.

Our collaborating organizations are providing us with technical input to achieve these objectives. As we draw upon best practices, we are working in consultation with other stakeholders to adapt these successful practices to situations in each given country.