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    Member companies of the Trade Associations supporting these Standards who are involved in the production, distribution, marketing and retailing of alcoholic drinks agree to follow these Principles within their own areas of responsibility in all their commercial activities:
    1. • To promote responsible drinking and the ‘Sensible Drinking Message’.
    2. • To avoid any actions that encourage or condone illegal, irresponsible or immoderate drinking such as drunkenness, drink driving or drinking in inappropriate circumstances.
    3. • To take all reasonable precautions to ensure people under the legal purchase age cannot buy or obtain alcoholic drinks.
    4. • To avoid any forms of marketing or promotion which have particular appeal to young people under the age of 18 in both content and context.
    5. • To avoid any association with violent, aggressive, dangerous, illegal or anti-social behaviour.
    6. • To make the alcoholic nature of their products clear and avoid confusion with non-alcoholic drinks.
    7. • To avoid any suggestion that drinking alcohol can enhance social, sexual, physical, mental, financial or sporting performance, or conversely that a decision not to drink may have the reverse effect.
    8. • To ensure their staff and those of companies acting on their behalf are fully aware of these Standards and are trained in their application in their own areas of responsibility.
    9. • To ensure that all company policies work to support these Standards.