OUR MISSION
For thirty years, we have undertaken to encourage responsible drinking habits among consumers, while fostering a balanced understanding of alcohol-related issues and promoting targeted interventions to support and reduce the minority of drinkers who misuse alcohol.
We aim to consistently challenge the industry to deliver higher standards of best practice and fulfil the essential self-regulatory role of ensuring the responsible marketing and promotion of alcoholic products to UK consumers under our Codes of Practice.
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