Digital Guiding Principles (DGPs)

Self-Regulation of Digital Marketing Communications for Alcohol

Watch this short intro video to give you an idea of what the DGPs are all about.

What are the Digital Guiding Principles?

Launched in September 2014 and signed by thirteen of the world’s leading producers of beer, wine and spirits, the DGPs are the first-ever set of global guidelines for beverage alcohol producers’ online marketing and social media use.
They are broken down into four main sections:

  • Intro/Scope and Technical Feasibility
  • Minors
  • Responsible Consumption
  • Transparency
  • Privacy


The DGPs were developed as part of the Beer, Wine and Spirits Producers’ Commitments to Reduce Harmful Drinking in close collaboration with the World Federation of Advertisers (WFA).

Signatories of the Commitments are:

      Anheuser-Busch InBev, Bacardi Limited, Beam Inc., Brewers Association of Japan
      Brown-Forman Corporation, Carlsberg, Diageo, Heineken, Japanese Spirits & Liqueurs Makers
      Molson Coors, Pernod Ricard, SABMiller, UB Group


Who do the Digital Guiding Principles apply to?

The DGPs are relevant to all branded alcohol beverage digital marketing communications (paid and unpaid), including but not limited to advertising and marketing communications on websites such as social network sites and blogs, as well as mobile communications and applications.




Click here to access our free DGP training videos, where you can watch industry reaction and see Paola De La Baume, Public Affairs Manager at the WFA provide step-by-step guidance on each of the DGPs main principles.

The full Digital Guiding Principles are available online here.

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