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Briefing document on beer advertising in Europe

  • advocate
  • 01/01/2007
  • 471
  • 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.