Protection of Minors

Our Commitment

APISWA member companies are strictly opposed to underage drinking. We are therefore determined to combat underage drinking and support a whole-of-society approach that aims to educate young people on the risks, and to prevent them from accessing alcohol, by using appropriate legal and self-regulatory mechanisms. 

We support the adoption of a legal purchasing age (LPA) in each country where we operate. In many countries, our members have adopted self-regulating codes of practice for the responsible marketing of their products. We have applied these principles online as well, partnering with global social media platforms to enhance marketing self-regulatory codes of practice in the online space.


ABAPI eCommerce Pledge initiative

With eCommerce sales of alcohol having seen significant growth between 2019 and 2021, due to quarantine restrictions and reduced operations of bars and restaurants caused by the COVID-19 pandemic, it was essential to put in place self-regulatory codes of conduct to protect minors.

Local trade association Alcoholic Beverages Alliance of the Philippines (ABAPI), together with leading online retailers and eCommerce platforms in the Philippines, pledged to enhance safeguards to prevent minors from purchasing alcohol online. The pledge aims to promote responsible practices in the online sale of alcohol and aims to include not only producers and e-retailers but third-party logistics and delivery companies as well. 

As part of this pledge, signatories have also committed to sharing best practices and providing e-retailers with the necessary support, training, and capacity-building for the safe selling and delivery of alcohol.  Online platforms, on their part, have pledged to promote responsible drinking by including warning messages or prompts, adopting age-screening processes and other safeguards to reduce the risk of minors accessing alcohol online. 

Industry estimates have shown a surge in web traffic across e-commerce sites, on the back of a shift in consumer behavior. Research from the IWSR, the leading global source of data and intelligence on the alcoholic beverage market, showed that alcohol e-commerce in the Philippines has rapidly increased in 2020, with online sales of spirits, in particular, growing by almost 50%. Some alcohol e-commerce sites in the Philippines have seen orders grow by about 150% versus pre-pandemic levels in 2019.

For more information on Responsible Online Alcohol Sales and Delivery, check out these resources from IARD: 

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Smashed Programme

As part of the industry’s ongoing CSR efforts, APISWA has funded the Smashed Project since 2015. Smashed is a theatre programme that educates students about alcohol misuse, tackling peer pressure and making informed choices. This programme has been implemented across Cambodia, Indonesia, and Thailand, and as part of this work, APISWA has invested over $100,000 every year to promote responsible consumption and to highlight the dangers of drunk driving. 

APISWA has partnered closely with local governments while implementing the Smashed Programme. In Cambodia, APISWA has worked closely with the Ministry of Education, the Ministry of Public Works and Transportation (MPWT), the National Road Safety Committee as well as Meta House – Cambodia’s largest independent arts centre. In Thailand, from 2016-2017, the Smashed Programme collaborated with Anatta, an educational theatre troupe which uses theatre in education to create a learning environment relating to the cultural context of Thai society. Feedback from this tour suggested that schools in rural areas could also benefit, as could younger secondary students who are more at risk of underage drinking. 

Reaching over 4,000 students with more than 100 performances across the region, the post-evaluation reports of the Smashed Project tour showed increased awareness of drink driving and the dangers of underage drinking. Since the programme started, 96% of youths reported that they are less likely to drink while underage, with teachers and students alike giving high praise.