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MISSION

To consistently challenge the alcohol industry to deliver the highest standards of responsible marketing, fulfilling our essential role as a robust and effective self-regulator under our Codes of Practice.  We will encourage moderate drinking habits and a balanced understanding of alcohol harm, while promoting targeted interventions to reduce the minority who drink to harmful levels.

KEY VALUES AND BELIEFS THAT UNDERPIN OUR WORK:

  • The drinks industry has a legitimate and important role to play in tackling alcohol misuse
  • Enlightened corporate social responsibility is good for business
  • The consumption of alcohol in moderation is compatible with a healthy lifestyle
  • Effective alcohol policy needs to balance legislation, self-regulation and personal responsibility

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