Are drinks allowed in Uber

Alcoholic beverages

Code of conduct of the German Advertising Council on commercial communication for alcoholic beverages (version from 2009)

Definitions

In terms of these rules of conduct

  • Alcoholic beverages are all beverages with alcohol, regardless of their alcoholic strength; drinks that can be described as non-alcoholic are not included,
  • Commercial communication includes the use of all communication instruments by business, if the primary aim is to promote the sale of goods or services; editorial media content is not included,
  • Children and adolescents are all persons to whom the alcoholic drink to which the commercial communication relates may not be freely given in accordance with the provisions of the Youth Protection Act.

Preliminary remark

The members of the Central Association of the German Advertising Industry (ZAW) are convinced that

  • commercial communication plays a fundamental and indispensable role in free, fair and fair competition
  • Most people in Germany consume alcoholic beverages responsibly without harming themselves or their surroundings.

In view of the fact that, on the other hand, the improper consumption of alcoholic beverages leads to serious consequences for those affected, for their families and friends and for society as a whole, the manufacturers and importers of alcoholic beverages organized in the ZAW recognize their obligation to to design commercial communication for your products in such a way that it does not encourage the improper consumption of alcoholic beverages.

Based on this obligation, the manufacturers and importers of alcoholic beverages want

  • prevent representations or statements in commercial communication for your products from being misunderstood as an invitation to improper consumption of alcoholic beverages,
  • prevent commercial communication for your products from being misunderstood as addressing children and young people,
  • Ensure within the scope of your possibilities that the legal provisions in the field of commercial communication for alcoholic beverages are complied with, in particular the provisions of the Act against Unfair Competition (UWG), Food Law (LFGB) and Youth Protection Law (JuSchG, JMStV),
  • Promote behavior in competition that complies with these rules of conduct and counteract contrary behavior.

Manufacturers, dealers and importers of alcoholic beverages have therefore drawn up the following rules of conduct for commercial communication for alcoholic beverages in cooperation with the Central Association of the German Advertising Industry ZAW e.V. The German Advertising Council is responsible for monitoring compliance with these rules of conduct, organizing the complaints procedure and assessing them.

When designing and implementing commercial communication measures for alcoholic beverages, the following principles must be observed in particular:

  1. Abusive use
    1. Commercial communication for alcoholic beverages should not encourage the improper consumption of alcoholic beverages or downplay such consumption. A request for improper consumption can also be found in commercial communication for so-called flat-rate or all-you-can-drink offers if the advertised event is clearly aimed at irresponsible consumption.
    2. Commercial communication for alcoholic beverages should not show people who have obviously consumed too much alcoholic beverages or give the impression that such consumer behavior is acceptable.
    3. Commercial communications for alcoholic beverages are not intended to create a link between the consumption of alcoholic beverages and violent, aggressive or dangerous behavior.
    4. Commercial communication for alcoholic beverages should promote the responsible use of alcoholic beverages and not deprecate the renunciation of alcoholic beverages.
  2. Children and adolescents
    1. Commercial communication for alcoholic beverages should neither encourage children and / or young people to drink alcoholic beverages nor show children and / or young people who drink or encourage them to drink.
    2. Commercial communication for alcoholic beverages should not take place in media, the editorial part of which is mainly aimed at children and / or young people.
    3. Commercial communication for alcoholic beverages should not contain any statements in which children and / or adolescents are addressed as not yet old enough to consume alcoholic beverages and thus provoked to drink.
    4. Commercial communications for alcoholic beverages are not intended to depict people who state that they have already consumed alcoholic beverages as a child or adolescent.
    5. Commercial communication for alcoholic beverages should not take place via jersey advertising for children and youth teams, nor via advertising and sponsorship measures that are directly related to children and young people.
  3. Competitive athlete
    1. Commercial communication for alcoholic beverages should not depict competitive athletes who drink or encourage people to drink.
  4. security
    1. Commercial communications for alcoholic beverages are not intended to show people drinking or encouraging drinking while driving vehicles.
    2. Commercial communication for alcoholic beverages is not intended to create a link between the consumption of alcoholic beverages and driving a vehicle.
    3. Commercial communication for alcoholic beverages should not represent the consumption of alcoholic beverages in situations that violate safety requirements.
  5. Disease-related statements
    1. Commercial communications for alcoholic beverages are not intended to contain any claims to eliminate, alleviate, or prevent disease.
    2. Commercial communications for alcoholic beverages should not contain statements that attribute the effects of a drug to alcoholic beverages.
    3. Commercial communication for alcoholic beverages should not contain any pictorial representations of people in work clothing or during the activities of members of the medical professions, the medical trade or the drug trade.
  6. Alcohol content
    1. Commercial communications for alcoholic beverages are not intended to promote high alcohol content in a beverage as a distinctive feature of a brand or as a solicitation to buy.
    2. Commercial communication for alcoholic beverages should not create the impression that a low alcohol content of a beverage prevents improper consumption.
  7. Fear, disinhibition, conflict
    1. Commercial communication for alcoholic beverages should not contain any statements that refer to the disinhibiting effect of alcoholic beverages.
    2. Commercial communications for alcoholic beverages should not contain statements aimed at eliminating or relieving anxiety.
    3. Commercial communication for alcoholic beverages should not contain any statements or representations aimed at eliminating or overcoming psychosocial conflicts.
  8. Efficiency
    1. Commercial communication for alcoholic beverages should not contain any statements that aim to improve physical performance through the consumption of alcoholic beverages.
    2. Commercial communications for alcoholic beverages should not create the impression that the consumption of alcoholic beverages promotes social or sexual success.
  9. Age of the people shown
    If people are shown in commercial communication for alcoholic beverages, they must at least be young adults, also in terms of visual impression.

EXPLANATIONS on the rules of conduct of the German Advertising Council on commercial communication for alcoholic beverages (social media guidelines for manufacturers of alcoholic beverages)
(
2015 version)

INTRODUCTION

Alcohol advertising is comprehensively regulated by law in Germany. This is especially true against the background of child and youth protection. Online advertising also does not take place in a legally free space: According to the State Treaty on the Protection of Young People in the Media, alcohol advertising on the Internet, for example, may neither be directed at children or young people, nor specifically address children and young people through the way they are presented, or depict them while drinking alcohol. In addition to the legal requirements, the manufacturers and importers of alcoholic beverages, retailers, media and agencies are responsible for themselves and observe them"Code of conduct of the German Advertising Council on commercial communication for alcoholic beverages". The set of rules, which was first adopted in 1976 under the umbrella of the Central Association of the German Advertising Industry ZAW and has been updated several times since then, applies to all forms of commercial communication (online and offline). Classic advertising is recorded, for example on TV, on posters, in newspapers or magazines, on the radio, but also online / mobile advertising, advertising in social networks, sponsorship, product placements or display advertising at the point of sale. The rules contained in the code are the central guideline when advertising alcoholic beverages. According to them, everything must be avoided in commercial communication for this product group that could be misunderstood as an invitation to abuse or as an incentive to excessive consumption. Special provisions apply to the protection of children and young people.

The promotional approach and the dialogue with customers are increasingly taking place in the social media presences of the manufacturers of alcoholic beverages. Social media make special demands on responsible market communication. These explanations are intended as an aid to the application of the rules of conduct of the German Advertising Council in daily practice and are intended to facilitate compliance with the code in social media if the advertising companies in the alcohol industry are responsible for and control the content of the communication. However, they also generally serve to provide a better understanding of the scope of the set of rules.

GUIDELINES FOR SOCIAL MEDIA

1. Age limit

The available platform-specific age limits should be used in the social media channels of the manufacturers of alcoholic beverages (e.g. option / default setting "Reference to alcohol" [Facebook], "Age restriction"
[YouTube], “alcohol-related” with the specification “from 16 years” or “from 18 years” [Google+]).

If there is no age confirmation function on a digital platform, an age notification should be provided, stating that the content is aimed exclusively at people for whom the purchase and consumption of alcohol is legally permitted.

2. Forwarding message

In the case of social media channels that are controlled by the manufacturers of alcoholic beverages and enable the sharing or approval of content, the forwarding options should, wherever technically possible, be set so that forwarding to people below the legal minimum age is excluded.

If a technical feasibility is not made possible by the operators of the platform or only with disproportionately great effort, a notice should be given informing the visitors of the social media channel that the content is aimed exclusively at persons of the legal minimum age.

3. User Generated Content

User-generated content (all content - including texts, videos and images - that are not placed by the advertising company but by third parties) that are uploaded to the digital channels of the manufacturers of alcoholic beverages should be checked regularly to ensure that their content complies with the codes of the Advertising industry (here: rules of conduct of the German Advertising Council). Inappropriate content should be removed with reference to the codes of the German Advertising Council.

In their social media presence, the manufacturers of alcoholic beverages should inform users about this practice and point out that images / comments that contradict the code will be deleted. This can happen, for example, in the form of a "netiquette".

4. Transparency

In their social media channels, the manufacturers of alcoholic beverages should always indicate that they are the official operator and person responsible for the respective offer. In addition to the necessary transparency for users, this also serves to secure their own security (demarcation from "fan pages" that cannot be controlled by the company).