The ARA’s mission is to reduce alcohol-related harm through combating the misuse and abuse of alcohol beverages and promoting only their responsible use.
Codes of Conduct
All members of the ARA subscribe to a strict and comprehensive Marketing Code, which includes stringent rules on advertising, packaging and promotions and media use.
Complaints relating to the practices of the member companies, in any of the above mentioned areas, are referred to an independent arbitrator. Advertisements, packaging or promotions, found to be in breach of the Code are caused to be withdrawn or ceased immediately, often at great expense to the company in question.
Past rulings provide ample evidence that the code is strictly applied and that it does provide a viable means of addressing the concerns of responsible community groups. ARA runs regular Code workshops for the marketing staff of the member companies and the advertising agencies who work for the industry.
These workshops ensure consensus regarding the interpretation of the clauses in the Code.
The ARA also has a Code of Business Practice which encompasses the legal, moral and ethical obligations of those who trade in alcohol beverages. Tens of thousands of traders subscribe to this Code of Business Practice.
The ARA plans to follow its “Code of Business Practice” initiative with a Licensee Training Programme, the curriculum for which is planned for completion by mid-2003.
The ARA hopes that both the Code and the Programme will, in time, be adopted by licensing authorities as tools to empower licensees with necessary information and thereby assist them with ensuring legal and ethical trading.