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Combating Online Hate Speech, Major Drinks Marketers Pledge To “Engage Responsibly”

March 16, 2022

A number of the drinks industry’s top players have signed on to the Association of National Advertisers’ (ANA) effort to combat online hate speech by pledging to “Engage Responsibly” in their online marketing. Founded by Pernod Ricard, #EngageResponsibly is now led by ANA in collaboration with the Global Alliance for Responsible Media (GARM).

In addition to Pernod, drinks groups signing the pledge include DISCUS, Beam Suntory, Brown-Forman, Constellation, Edrington, Allied Beverage, Major Brands, Martignetti Cos., Republic National Distributing Co. (RNDC), and Southern Glazer’s Wine & Spirits. “I am grateful to every individual and organization that has courageously taken a stand with us,” said Pernod Ricard North America chairman and CEO Ann Mukherjee. “This is our return on responsibility and a significant step towards winning the future together.”

According to the companies, 35% of Americans have experienced online hate, while 80% consider it their responsibility to be part of the solution and are holding online media platforms and brands accountable. Under the ANA pledge, the signers agree to leverage the voice of their brands via social media and other outlets to amplify #EngageResponsibly, to distribute online educational content and strengthen employees’ and stakeholders’ understanding of online hate speech’s real-life consequences, and to report hate speech whenever they see it.—Daniel Marsteller

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