Whether through traditional channels such as television and radio, or online and via influencer marketing, alcoholic beverages are being promoted intensively and systematically during this period, as they are associated with family and friends gatherings, social outings, and the general festive atmosphere of the holidays.

🟥 It is well known that all advertising activities must comply with the ethical rules of the Greek Advertising Code of Conduct (GKAC), but with the promotion of alcoholic beverages, everyone must exercise increased care and sensitivity, as evidenced by the initiative of the Association of Alcoholic Beverage Companies (ENEAP) and the Association of Greek Distillers and Alcoholic Beverage Producers (SEAOP) to establish specific rules for the category, which the Hellenic Federation of Enterprises (SEE) has adopted.

🟨 The following are basic guidelines from the Code and the special Annex for Alcoholic Beverages:

▪️ Advertisements must not target minors.

▪️ Influencers themselves must be at least 25 years old.

▪️ Marketing communications must be clearly identifiable as brand marketing, i.e., at the beginning of the post/story/video, the indication #ad or/and paid partnership must appear clearly.

▪️ Advertisements must not encourage or endorse irresponsible or excessive consumption of alcohol.

▪️ Every marketing communication must include a message promoting responsible drinking, such as "Enjoy Responsibly".

▪️ Particular care must be taken to avoid associating alcohol consumption with social acceptance, professional success, and sexual achievement.

▪️ In advertising communications for alcoholic beverages, driving has no place.

▪️ Drinking games must not be promoted or encouraged in any way.

Overall, the regulations outlined appear to be a step in the right direction towards promoting responsible alcohol consumption and protecting vulnerable populations. Yet, public awareness campaigns and educational initiatives are also essential in promoting responsible alcohol consumption.