ASIA/EUROPE. In an industry first, the Asia Pacific Travel Retail Association (APTRA) and the European Travel Retail Council (ETRC) today each launched a self-regulatory code of conduct for the sale of alcohol products in duty free and travel retail.
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Both the APTRA and ETRC codes introduce a set of working practices for the sale, promotion and marketing of alcohol in the duty-free and travel retail channel across different trading channels and regions. These cover all aspects of the business, from commercial communications to labelling, staff training and conduct as well as sampling.
APTRA will be introducing its code, following board approval, across the Asia Pacific region over the coming weeks. ETRC will follow after receiving final approval from its membership.
The associations said in a joint statement: “The codes reflect the engagement of both APTRA and ETRC towards ensuring responsible alcohol consumption thanks to their emphasis on luxury, premium quality brands and on an adult consumption experience. Both organisations will seek high levels of observation of the Codes throughout the business.”
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Sunil Tuli: “The first of many initiatives between regional associations to promote and protect our industry” |
APTRA President Sunil Tuli said: “I am very pleased that our two organisations have decided to implement codes of conduct which formalise the engagement of the duty free and travel retail industry in the fight against excessive consumption of alcohol. I hope that this initiative will be the first of many initiatives leading to greater collaboration between regional associations to promote and protect our industry”.
ETRC President Frank O’Connell commented: “I am proud that our industry has committed to bring forward innovative practices to promote responsible retailing. This will send a strong signal of our social engagement to our partners and highlight the close cooperation that APTRA and ETRC enjoy on the various issues that we face. It also reflects ETRC’s commitment to representing the interests of the duty free and travel retail industry with the EU institutions through our recent membership of the European Alcohol and Health Forum.”
Background
APTRA and ETRC laid out a document addressing some key questions on the Codes of Conduct, and why they are needed. These are its responses:
Why a Code of Conduct now?
In recent years, retailers, manufacturers and industry associations have developed and implemented a series of voluntary codes and guidelines governing the responsible sale, promotion, marketing and advertising of alcohol products.
It became important for the duty free and travel retail industry to build on these successful initiatives to promote responsible consumption of alcohol. APTRA and ETRC have developed their own Codes of Conduct designed to respond to the specific needs of the duty free and travel retail market.
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Why a separate Code of Conduct for Duty Free and Travel Retail?
Given the unique and very different nature of the retail channel, it is appropriate that a Code of Conduct for products sold in duty-free and travel retail be established that is different to other codes adhered to by the domestic market and that sets out working practices for the sale, promotion and marketing of alcohol in our unique retail channel.
An industry first, these two Codes seek to emphasise the specific characteristics of duty free and travel retail with regards to the responsible consumption of alcohol.
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Click here to read the ETRC’s Self-Regulatory Code of Conduct |
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Why were two different Codes of Conduct developed?
In essence, the APTRA and ETRC Codes are very similar and seek to ensure that retailers and producers do not encourage excessive consumption or misuse of alcohol in the duty free and travel retail channel. The Codes provide guidelines to the economic operators active in the duty free and travel retail channel in terms of commercial and in-store communications, staff training and conduct of sampling and testing.
The two Codes were developed to respect the differences between the Asia-Pacific and the European markets in terms of regulatory requirements and cultural heritage regarding the consumption of alcohol.
APTRA’s decision to launch a Self-regulatory Code of Conduct is driven by the will to demonstrate that the duty free and travel retail industry in the Asia Pacific region is united in its desire to promote responsible retailing. Furthermore, in the absence of an EU-style regulatory body in the region, it is all the more important to establish an industry-wide position on important issues such as responsible retailing and responsible drinking. APTRA’s representation of both retailers and liquor manufacturers, among other stakeholders, enables the industry in Asia Pacific to speak with a united voice to non-governmental and governmental institutions throughout the region.
The decision of the ETRC to launch an Alcohol Code of Conduct for the European duty-free and travel retail industry is part of a broader ongoing engagement with the EU institutions. To this effect, the ETRC has joined the European Alcohol and Health Forum in October 2011 in order to be recognised as a proactive and constructive contributor to the European alcohol policy debate. The ETRC intends to table the Code of Conduct at this Forum at its April 2012 Plenary session as its initial commitment to their alcohol harm reduction activities.
What is the European Alcohol and Health Forum?
Established in June 2007, the European Alcohol and Health Forum is a “platform where bodies active at European level can debate, compare approaches and act to tackle alcohol related harm”. It forms the backbone of the EU’s alcohol strategy, currently 2007-2013. Membership of the Forum is drawn from 60+ economic operators and NGOs that debate and engage in measures to reduce alcohol-related harm.
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