Compliance & KPIs

Compliance & KPIs

Measuring progress on the Commitments:

Targets and KPIs

As the leading global beer, wine, and spirits producers, IARD’s members are committed to setting high standards for responsibility across the alcohol industry and to combating harmful drinking. These 11 companies agreed their “Producers’ Commitments” in 2012; this ambitious project focused on change in five key areas and ran until 2017. Each of the five Commitments was measured and evaluated by a series of key performance indicators (KPIs) which we initially developed with advice from Accenture Strategy, and the KPIs evolved over the five years to improve clarity and to reflect better the data acquisition process. The full indicator protocols can be accessed here.

The KPIs are as follows:

Action area 1: Strengthening legal purchase age regulations

KPI 1A

The percentage of legal purchase age (LPA) regulations introduced where none previously existed in countries where sale is legal or permitted. KPI 1B The number of engagements in support of newly introduced existing LPA regulations, e.g. government meetings, industry roundtables, and retail partnership for age verification.

Action area 2: Educational initiatives

KPI 2A

The number of education programs and number of countries in which the education programs are operating, resulting from signatories’ work with NGOs, IGOs, and other interested stakeholders. KPI 2B The number of underage individuals collectively reached with education programs resulting from signatories’ work with NGOs, IGOs, and other interested stakeholders. KPI 2c The number of influencers (parents, teachers, other adults, community leaders) collectively reached with education programs and materials resulting from signatories’ work with NGOs, IGOs, and other interested stakeholders. KPI 2d The number of unidentified persons collectively reached with education programs and materials resulting from signatories’ work with NGOs, IGOs, and other interested stakeholders

Action area 3: Ensuring that adults make up at least 70% of our advertising audience

KPI 3a

Collective percentage of compliant impressions across digital resulting from signatories’ advertising, or adherence to no-buy-list, based on the best available data, as measured by an independent agency in the selected markets.

KPI 3b

Number of countries in which actions of signatories result in data (on the collective percentage of compliant impressions across digital, resulting from the signatories advertising) being made newly available.

Action area 4: Developing digital marketing guidelines

KPI 4a

Digital Guiding Principles published.

KPI 4b

Percentage compliance by signatories with the Digital Guiding Principles within a selection of markets in which they are commercially active.

Action area 5: Involving those outside the industry in the self-regulatory process

KPI 5a

Percentage of countries in which signatories are commercially active, in which non-industry participation is established by signatories’ actions in existing self-regulatory processes.

Action area 6: Making responsible marketing codes a contractual obligation

KPI 6a

Percentage of signatories’ contracts with advertising agencies that include clauses for the agency to comply with the responsible alcohol advertising codes for signatories’ products.

Action area 7: Responsible product innovation

KPI 7a

The percentage of products that do not contain excessive amounts of added stimulants.

KPI 7b

Percentage of signatories’ products that are marketed as delivering energizing or stimulating effects.

Action area 8: Consumer information

Commitment signatories can elect to report by percentage of brands or percentage of volume of product manufactured.

KPI 8a

The percentage of brands carrying one or more of the symbols and/or equivalent words, and the address of a website containing additional information, including alcohol product strength and reminders about the dangers to health of excessive drinking.

KPI 8b

The percentage of volume of product manufactured carrying one or more of the symbols and/or equivalent words, and the address of a website containing additional information, including alcohol product strength and reminders about the dangers of excessive drinking on health.

Action area 9: Reducing drinking and driving

KPI 9a

The number of countries in which selected drinking and driving prevention pilot programs are rolled out.

KPI 9b

The number of drinking and driving prevention programs outside the pilots references in KPI 9a.

Action area 10: Responsible retailing

KPI 10a

Guiding Principles for Responsible Retailing of Beverage Alcohol developed and published.

KPI 10b

Responsible retailing initiative launched in a public forum in 2014.

KPI 10c

Percentage of markets in which signatories are commercially active in which local responsible retailing initiatives to support, comply with, and advance the guiding principles have been rolled out.