Since the beginning of the year, in addition to the traditional advertising mediums (advertisements, spots, billboards), the marketers of alcoholic drinks can now use all avenues of communication in Germany, including direct marketing and sponsoring. In exchange, the various trade bodies of the wine, beer and spirits industries have agreed to abide by a strict code of ethics in relation to the contents of the advertising and the means used. For example, none of the themes used should involve young people, athletes, or drinkers behind the wheel.