BrewUp document : Briefing document on beer advertising in Europe
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The European reference Analytical Methods for breweries by EBC

Briefing document on beer advertising in Europe

  • advocate
  • 01/01/2007
  • 1686
  • Responsible advertising

This Briefing Document on beer advertising provides for background information on beer advertising and the self-regulation mechanisms as of 2007.


  • Self-regulation of beer advertising is preferable to further regulation because it is quicker and more effective. It is based on the acceptance and co-operation of the brewing sector, so the regulator rarely finds it necessary to intervene.
  • Self-regulation of beer advertising in Europe comprises a series of national and company voluntary codes of conduct, tailored to local culture but in line with a set of common guidelines produced by The Brewers of Europe.
  • Self-regulation of beer advertising works. 97.5% of beer advertisements in Europe successfully comply with the content provisions of voluntary codes of conduct, and this high standard continues to improve.


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  • Are you a brewer or a business operating in the beer value chain in Europe that has taken steps to integrate environmental sustainability in your operations? If so, we’d love to know more and to promote your efforts.

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