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CEO Global Commitments to reduce harmful drinking

We reached a further milestone in our long-standing efforts to promote responsible drinking in October, when we and 12 other industry leaders made a set of commitments to combat alcohol misuse.

In October 2012, at a global conference organised by the International Center for Alcohol Policies (ICAP), Diageo was one of 13 leading global producers of beer, wine, and spirits to launch new commitments to reduce harmful drinking. These ‘CEO Commitments’ provide a co‑ordinated industry response to support member states in implementing the WHO’s global strategy to reduce the harmful use of alcohol.

The CEO Commitments will be implemented over five years from 2013, and all participating companies will report progress annually, which will be audited by a third party. They cover work in the following five areas:

  • Reducing underage drinking
  • Strengthening and expanding marketing codes of practice
  • Providing consumer information and responsible product innovation
  • Reducing drinking and driving
  • Enlisting the support of retailers to reduce harmful drinking.

This co‑ordinated response builds on the three ‘Global Actions on Harmful Drinking’ that Diageo and 12 other major international beverage alcohol producers launched in 2010. These focused on areas highlighted in the WHO strategy: reduce drink driving; improve marketing self-regulation; and address non‑commercial alcohol in low- and middle-income countries. Much of this work continues and has benefited from independent evaluation which concluded that the initiatives were highly efficient and effective, and that the overall impact of the work is already significant, given the short timeframe of implementation.

A history of responsibility – ICAP Initiatives Report

Diageo and the industry have a long history of taking action to tackle alcohol misuse, and the Global Actions and CEO Commitments build on that work. In October 2012, ICAP published a report that demonstrated the serious role of alcohol producers in working to prevent and reduce harmful drinking. The report stated that the alcohol industry had sponsored some 3,600 initiatives over several decades, with an increasing focus on low- and middle-income countries. It also showed efforts by the alcohol industry to identify best practices in the United States and Europe and adapt them in a culturally sensitive manner to countries in Africa, Asia, and Latin America.

Reporting frameworks in this section

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