This builds on ESA’s commitment to promote a responsible approach to alcohol sponsorship by the whole industry (alcohol brands and rights holders), providing effective self-regulation in order to ensure consistently high standards of marketing within this sponsorship sector in the future.
The Guidelines and Legal Clauses for Rights Holders were developed as part of ESA’s commitment to the European Commission’s Alcohol and Health Forum, of which it is a member. The two documents provide both general recommendations as well as contractual advice for rights holders (sports bodies, cultural organisations, venues) on key items that might occur when dealing with alcohol companies.
Karen Earl, chairman of ESA, explained that the guidelines have been produced by the Association’s member working group comprising rights holders, alcohol brands, agencies and professional advisors. External consultation with other organisations involved with alcohol and marketing, as well as with civil society groups, has also been conducted to ensure every eventuality has been considered.
Helen Day, ESA’s head of European Policy said: “As the organisation representing all parties involved within sponsorship, ESA has previously undertaken research amongst rights holders which identified that they were keen to have increased assistance in relation to alcohol sponsorship.
“ESA’s commitment to the EC was to develop these guidelines and legal clauses through consultation in order to raise standards and knowledge of the various issues. Ultimately, by ensuring appropriate sponsorships by all the parties involved, these can be then used to support and deliver the events as well as protecting the wider public through the promotion of responsible messaging regarding alcohol consumption.”
Source: ESA
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