Press Release: Taiwan Alcoholic Beverages Association
June 28, 2024
Domestic and International Alcohol Companies Join Forces to Promote Self-Regulation, Foster Positive Industry Growth, and Build a Mature Market Environment
Today (June 28), the Taiwan Alcoholic Beverages Association (TABA) and the Taiwan Beverage Alcohol Forum (TBAF) jointly held the “Alcohol Industry Marketing Self-Regulation Guidelines” Signing Press Conference. Alcohol industry players voluntarily committed to stricter guidelines than those required by law, pledging to the public a safe, rational, and responsible market environment. They are determined to implement self-management and meet society’s expectations.
In response to rapid societal changes and evolving drinking habits, the industry has revised the 2012 version of the “Alcohol Industry Marketing Self-Regulation Guidelines” to better address current realities and effectively meet social expectations. For example, the updated guidelines incorporate social media and influencers, requiring that all marketing be based on principles of goodwill and integrity. These include refraining from using elements appealing to minors, avoiding the implication that alcohol is essential for social success, and not downplaying the physiological effects of alcohol to prevent imitation of harmful behaviors such as excessive drinking. These are voluntary rules not covered by current laws, aimed at creating a healthy environment where consumers can enjoy drinking safely.
The “Alcohol Industry Marketing Self-Regulation Guidelines” include nine major areas with a total of 36 articles, addressing societal concerns such as underage drinking, responsible drinking, and the prevention of inappropriate behavior and health risks. Specific measures include not hiring actors whose age could raise concerns and not using cartoon characters popular with children or teenagers as marketing symbols. In line with the Ministry of Health and Welfare’s guidelines, all marketing will adhere to recommended safe drinking limits, which are no more than four units of alcohol for men and three units for women per drinking session (one unit equals 10 grams of pure alcohol). The guidelines also avoid excessive emphasis on lively, exciting, or sexy atmospheres to prevent encouraging overdrinking.
In the post-pandemic era, the alcohol beverage industry faces significant challenges, and its orderly development is closely linked to economic vitality and consumer rights. The “Alcohol Industry Marketing Self-Regulation Guidelines” Signing Press Conference symbolizes the unity of domestic and international players, expressing confidence in facing future challenges and opportunities. The industry is committed to building a safe, rational, and responsible drinking environment in Taiwan and will continue promoting these guidelines across retail, food and beverage outlets, advertising, and public relations. The aim is to inspire more companies to join the movement and demonstrate positive values to society.
This self-regulation initiative draws on successful international experiences, considering Taiwan’s culture and drinking habits. It was initiated by both domestic and international alcohol companies, including TABA and TBAF members, as well as companies such as Suntory Taiwan, Diageo Taiwan, Pernod Ricard Taiwan, Brown-Forman Taiwan, William Grant & Sons Taiwan, Heineken Taiwan, Halewood International Taiwan, Moët Hennessy Taiwan, and Edrington Taiwan (in Chinese stroke order). Domestic alcohol companies, such as King Car Group, Kinmen Kaoliang Liquor Inc., Matsu Distillery, and Taiwan Tobacco and Liquor Corporation (in Chinese stroke order), also signed the agreement.
In addition to brand owners, several organizations participated in support, including the 55688 Group, the Taipei City Alcohol Beverage Merchants Association, the General Chamber of Commerce of the Republic of China, the Taipei Advertising Agencies Association, Taiwan Driver Services, Taiwan Driver Services Promotion Association, Taiwan Safe Driving Supervision Alliance, the French Chamber of Commerce, the Taiwan Tobacco and Alcohol Corporation Labor Union Federation, and the European Chamber of Commerce Taiwan (in Chinese stroke order). The participation of many distributors and retailers at the event highlighted the industry’s united front, with all stakeholders pledging to “continue doing the right thing.”
The Taiwan Alcoholic Beverages Association (TABA), founded in 2014, celebrates its 10th anniversary this year. In addition to serving as a communication bridge between the government and the alcohol beverage industry, the association actively contributes to the discussion, drafting, and implementation of industry policies, sharing international experiences, and assisting with policy promotion. In recent years, TABA has collaborated with government departments, such as the Ministry of Finance, Ministry of Transportation and Communications, Ministry of Health and Welfare’s Mental Health Division, Ministry of Justice’s Agency of Corrections, and the Taipei City Department of Labor. These efforts include producing educational materials to support policy advocacy and expanding direct communication with the public and alcohol beverage consumers to promote knowledge on topics such as “hangover awareness,” alcohol units, and self-assessment for alcohol addiction.
The Taiwan Beverage Alcohol Forum (TBAF), founded in 2000, aims to create a healthy and safe drinking environment. Over the past 20 years, with the support of government agencies and society, it has made notable progress in preventing drunk driving and promoting responsible drinking. For example, the Ministry of Transportation’s “No Drinking and Driving” campaign is in its eighth year, with over 258,000 people pledging their support. This year, TBAF also began cooperating with the Ministry of Finance to encourage its member companies to disclose the nutritional content of their products on the association’s official website, safeguarding consumers’ right to know and maintaining the highest standards of social responsibility.
Taiwan Responsible Alcohol Marketing And Communication Code Of Conduct press conference and event highlight video
