Code of Commercial Communication of Wine

The Code of Commercial Communication of Wine is a set of rules designed to self-regulate the advertising and commercial messages that wine operators and entities communicate to consumers. With this Code, the Spanish Wine Interprofessional Organisation (OIVE) reinforces its commitment to responsible communication by ensuring that all wine-related messages emphasise moderation.

The Code seeks to promote a message of moderation and responsibility in wine consumption. It does this by encouraging companies to self-regulate their advertising and communications to ensure that commercial messages about wine do not in any way encourage excessive consumption or inappropriate use.

The assembly of the Wine in Moderation (WIM) association approved at the end of 2019 a new brand strategy that includes, among other aspects, the updating of its logos. This has prompted member countries, including Spain, to update their logos and messages to adapt to this new stage, which in the case of our country will come into force on April 1. Choose|Share|Care are the three pillars on which the WIM strategy is based, which seeks to convey the wine sector’s commitment to social responsibility in a closer and more attractive way.

In Spain, a period of transition and coexistence with the old and new logos will be established, which will end on December 31, 2020.

As an industry, it is an exercise in social responsibility. Because of the alcohol content of wine, we want to encourage appropriate consumption, raising awareness of when not to drink alcohol. We want to help reduce the harm associated with alcohol abuse in our society, and the best way to do this is through those who communicate with consumers: the players in the Spanish wine industry.

As a company, it is an exercise in corporate social responsibility that can be asserted towards society and consumers.

No. The Code does not include any messages that are damaging to our products or detrimental to the competitiveness of the industry or its businesses. Wine messages and content recommendations do not prevent us from continuing to promote the enjoyment of wine through tasting and leisurely consumption. Indeed, we remain committed to highlighting the unique characteristics, qualities, varieties and production processes of our wines, always with an emphasis on appreciation and enjoyment.

At the OIVE, we are committed to promoting a sustainable wine culture that encourages healthy lifestyles and benefits individuals. This commitment involves all companies and organisations in the wine value chain.

The Code applies to all commercial communications conducted by the company. This includes any form of advertising or marketing tool used to promote product sales, services or brand image, regardless of the medium. Such communications include corporate advertising, sponsorship, internet, commercial and direct-to-consumer promotions, merchandising and point-of-sale materials. Editorial content is excluded.

The Code applies to all commercial wine communications, whether online or offline, across a range of communication channels, including email, telephone, mobile phones and apps. Commercial communication refers to any advertising or marketing activity designed to promote the sale of products, services or brand image, regardless of the channel used. Editorial content is excluded.

All still wines, sparkling wines, liqueur wines and aromatised wines, as well as their non-alcoholic or low-alcoholic equivalents and other vine products as defined in Regulations 1308/2013 and 251/2014 (or any future legislation replacing them). The Code does not apply to grape must or grape juice.

We believe that advertising messages for wine-like beverages should also promote moderation, even if they don’t contain alcohol. These products may still influence vulnerable groups that we want to protect and warn against alcohol consumption.

Companies producing both alcoholic and non-alcoholic wine-based beverages that adhere to the Code agree to follow the same advertising restrictions that apply to alcoholic products. This includes messages, platforms, schedules and recommendations.

Companies and organisations across the entire wine value chain that adhere to it.

Operators and organisations wishing to adhere to this self-regulatory code must follow the electronic procedure outlined on the website www.wineinmoderation.eu. This process also grants the right to use the Wine in Moderation logos.

Wine in Moderation is a registered trademark of the association Wine in Moderation – Art de Vivre Aisbl, based in Belgium. The use of the logo is granted to operators and organisations that duly adhere to the programme and receive explicit authorisation. Joining the programme implies a commitment to apply the principles set out in the Code of Commercial Communication of Wine.

Established in 2008, Wine in Moderation – Art de Vivre was created as a commitment of the European wine sector in partnership with public health authorities within the framework of the European Commission’s Alcohol and Health Forum. Since its inception, the initiative has grown into an international programme that promotes healthy lifestyles and aims to reduce the harmful effects of alcohol abuse.

The Wine in Moderation programme uses scientific evidence, education and self-regulation to organise and strengthen the entire wine value chain. It seeks to raise awareness and promote responsible, moderate wine consumption.

After completing the adhesion process, you will gain access to the private section of the website, www.wineinmoderation.eu, where you can download the logos in various formats.

Generally, they are not obligated to follow the standards of responsible sector communication outlined in the Code. However, the OIVE encourages all companies and organisations to adhere to the Code to strengthen this commitment and present a unified message to society about wine consumption, promoting moderation and the leisurely enjoyment of the product.

The Code comes into force on August 1, 2018.

You are required to limit the contents of your company’s advertising and commercial communications according to the standards set out in the Code. Additionally, all communications must include a moderation message and display the European Wine in Moderation logo, adhering to the minimum visibility requirements outlined in the Code.

All visually perceptible advertising and commercial communications for wines, wine-based beverages, and their non-alcoholic counterparts must include the message “Wine is only enjoyed in moderation,” accompanied by the campaign’s identifying logo.

For audio commercial communications, such as radio spots, the requirement is simply to include the message: “Enjoy in moderation” or an equivalent phrase. This is one of the new features of the Code.

No, this is the default message, but alternative texts with similar meanings to the established legend are also permitted.

Yes, the following cases are exempt:

• Editorial content: Messages produced independently by media outlets from press releases, provided there is no commission or payment involved, and the company has no control over the content published.
• Product labelling: Inclusion of the logo is voluntary. If the logo is used, it must follow the style guide outlined in Annex 1 of the Code.
• Sponsorship advertising: When a winery’s involvement is limited to sponsoring an event or activity, the event organiser is not required to include the moderation message or logo in the event’s promotion.
• Corporate advertising: When the advertising is purely corporate and does not promote specific products or encourage consumption.

These logos are some of the new additions to this Code in relation to the previous initiative of the Spanish Wine Federation (FEV). Their inclusion in commercial communications is voluntary, but the Spanish Wine Interprofessional Organisation (OIVE) recommends their inclusion in order to make citizens aware of when not to drink wine. The logos are the property of the OIVE and can be found on its website www.interprofesionaldelvino.es.

The OIVE has delegated the responsibility for verifying and ensuring compliance with the Code to AUTOCONTROL.

AUTOCONTROL is a non-profit association that brings together leading advertisers, advertising agencies, media outlets and professional organisations involved in the Spanish advertising sector. It manages the advertising self-regulation system. AUTOCONTROL operates through an independent body called the “AUTOCONTROL Advertising Jury”, which deals with disputes and complaints, and a Technical Office, which provides pre-advertising advice through its Copy Advice service, ensuring compliance before ads are aired.

Copy Advice is a service provided by Autocontrol. Under the Code of Commercial Communication of Wine, this pre-broadcast check is mandatory for television advertising. It is voluntary for other media.

If a company or individual files a complaint with AUTOCONTROL about a wine advertisement, the advertiser will be required to withdraw or change the advertisement if it violates the Code.

In addition, the OIVE has commissioned AUTOCONTROL to monitor its members’ advertising activities over the past year across all media, including digital platforms, to assess compliance. Any non-compliant communications identified will be brought to the attention of the operator concerned and serve as a reminder of its obligations in the future.

All decisions made by the AUTOCONTROL jury are made public.

Adherence to the Code is free and does not involve any fees. However, members are responsible for the costs of adapting their commercial communication materials, websites, etc.

There is a charge for the Copy Advice service provided by AUTOCONTROL, which is paid directly to them. For TV Copy Advice, the OIVE offers a free allocation that allows operators to receive up to two free Copy Advice reviews per year.

In addition, on a voluntary basis, we encourage operators to display the logos shown in Annex 2 of the Code. These logos are designed to warn against alcohol consumption in certain situations and for specific groups such as minors, pregnant women and drivers.

In print advertising, the message and logo must take up at least 1% of the total ad. The message text should be at least 1.5mm high to ensure visibility.

In television and cinema advertising, the message must always appear horizontally as an on-screen overprint for at least two seconds and cover at least 1.5% of the total screen area.

Both the logo and the message must have sufficient contrast with the background to ensure they are clearly visible and easy to read. The purpose is for the message to be seen, not hidden!

Inclusion of the logo on product labels is voluntary.