Wine Law

towards region/variety, like Mendoza/Malbec (Argentina), Marlborough/Sauvignon Blanc (New Zealand). In any case, either one approach or another, the guidelines limiting the content of the communication are the same. The promotion may also focus in its objective to keep attention of the consumers: wine fairs and competitions, wine clubs, enotourism, host events, tastings, use of influencers, as well as traditional advertisements in specialised magazines, are examples of different structures to promote wines. We observe that promotion can be open to the public, and so perceived by everyone, for example, a television broadcasting advertisement. Promotion can also be restrained to a specific public, like a closed tasting event. We easily note that the content of each kind of promotion will be surrounded by different legal limitations. Consequently, after this short introduction, we shall go through such topics in two approaches: a short topic dealing with the usual legislation applied to any promotion, and then a more specific approach to deal with the wine promotion restrictions. 1. Usual Rules for Communication As mentioned previously, there is no universal rule. However, there are standard mise-en- place practices by self-regulated agencies in the most important countries. For instance, the Marketing Code recommendations from the International Chamber of Commerce (ICC) have been adopted by 42 countries around the world, and the ICC has also issued, in 2019, a Code for Responsible Beverage Alcohol Marketing, and the Digital Guiding Principles: Self- regulation of marketing communications for beverage: “Advertising and marketing self- regulation is a system by which the advertising, marketing, agency and media industry set voluntary rules and standards of practice that go beyond their legal obligations. Self- regulatory organisations (SROs) are responsible for enforcing industry's commitment to these rules” 27 . Moreover, “[t]he Code also serves business and society by providing ethical guidelines that build on fundamental pillars, create a level playing field and harmonize approaches across 27 Source : https://iccwbo.org/publication/icc-advertising-and-marketing-communications-code/, consulted on 28 April 2020.