Look at advertising

‘You must be able to communicate what you make,’ says wine importer and wine enthusiast Henrico van Lammeren, president of the Royal Association of Dutch Wine Traders (KVNW).
Image: Unsplash

‘Most people don't immediately have a very positive feeling about advertising. Advertising at an event? Walk on. Advertising on television? Zapping. Advertising in magazines? Flip through. Perhaps this is why you see in politics the Pavlovian tendency to look at how advertising can be banned or restricted on every social problem. This applies to fossil, meat, cars, travel, but also to food containing fat, salt and sugar and to alcoholic drinks.

This is, of course, a very narrow view of advertising. Because if you look more broadly, you will see that there is also another side to advertising and sponsorship. Advertising freedom is an essential and indispensable part of running a business. You have to be able to communicate what you make or sell. Advertising and sponsorship are indispensable when it comes to facilitating journalistic freedom in newspapers, television, radio, but also a magazine like WINELIFE.

Even more important perhaps is the significance of advertising and sponsorship in making possible and financially attainable sporting, arts and cultural events that contribute to regional liveability, especially for young people. Our lives would really be very different if all that were no longer possible. Our sector understands better than anyone else that freedom must also always be accompanied by taking responsibility. We do that very emphatically within the wine sector. We are fully affiliated with STIVA, which draws up and enforces strict rules for and with us when it comes to wine advertising. On social media, but also in WINELIFE. Advertising freedom and advertising responsibility. That's what it's all about.’

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