7.1 The ASAI acknowledges that parents and guardians have primary responsibility for children. 7.2 Children lack adults’ knowledge, experience and maturity of judgement. Marketing communications addressed directly or indirectly to children, or marketing communications likely to be see
7.1 Marketing communications for alcoholic drinks (i.e. those that exceed 1.2% alcohol by volume) should be socially responsible and should not exploit the young or the immature. They should neither encourage excessive drinking nor present abstinence or moderation in a negative way. 7
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