344 commitments

Submission number Informations Report Actions
1353407051430-1580 SABMiller

Strengthening SABMiller’s Advertising Practice

Currently SABMiller Europe applies a threshold of at least 70 % adult audience for its advertising in print, audiovisual media and on websites for broadcast advertising. We are part of the WFA responsible marketing pact as well as the global CEO commitment that aim at turning this profile into a standard industry practice. We are committed to deliver on these overarching commitments as they are to establish a robust common industry standard. We recognize that in Europe several countries have introduced a threshold of 75% mainly as voluntary commitment of the industry or as part of co-regulation. We commit to apply this practice in the countries where we operate in Europe and to engage in a constructive dialogue about targeting consumers above legal age while limiting exposure of those under the legal drinking age including its measurement. The deadline of the commitment is 30 November 2013.

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1353347239121-1578 SABMiller

Responsible message on consumer communication materials in SABMiller's European operations

SABMiller issued its revised Policy on Commercial Communication in 2011. Connected to the Policy, preliminary message guidelines were also developed. The policy requires placing alcohol responsibility messages (RDMs) on primary packaging labels and on marketing communication materials in countries where it is not mandated by law or by industry - government agreement. It includes TV, radio, online advertisements, billboards and print advertisements, primary packaging labels and printed POS materials. SABMiller companies develop responsibility messages based on their local market circumstances. This initiative has been submitted as a commitment in 2010.

Following the previous commitment of SABMiller to the EAHF on the presence of RDMs for its commercial communication, the company monitored the implementation of the commitment and issued a report in April 2012. The report showed high levels of compliance for promotional materials (quantitatively 98% of materials were compliant, while from a quality point of view 94% of materials were compliant). And for the labels (97% compliance). However, in course of the implementation and of the monitoring we have recognized that the preliminary guidelines require a review and changes to ensure that the principles are clearly and fully understood and applied. We will ensure that by April 2013 a revised version of the RDMs guidelines will be issued to address the improvement areas identified in the course of monitoring.

Additionally, we believe that pregnancy RDM is highly relevant across the region in terms of reminding consumers of responsible behaviours in relation to alcohol consumption. Therefore, we would like to make sure that in all countries where it is not mandated by law or by industry - government agreement ,subject to commitment, the RDM on pregnancy is implemented at least on one brand or brand variant (for the promotional material - web advertising, TV copies and print advertising) or on a packaging type (bottle, can, PET) by November 2013. As responsible messaging serves as a reminder, the placing of the pregnancy RDM in each country will be accompanied by specific communication effort (like communication programs done in partnership with professional associations or NGOs; distribution of information materials; information available via internet or digital applications, etc.) to support awareness rising on the issue of pregnancy and alcohol consumption.


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1352883557915-1576 The Brewers of Europe

Brewers of Romania - Upgraded marketing self-regulatory system

Under the umbrella of The Brewers of Europe's Beer Pledge, this commitment is a collaboration between the Brewers of Romania (BR) and the Romanian Advertising Council (RAC - associated partner in this project).
Every brewer has a responsibility to follow the commercial communications code by developing in this respect different internal trainings. In the up coming months, the representatives of BR and RAC will meet the representatives of the brewers (members of BR) who develop commercial communications (marketing departments and also the media agencies that work for them) in order to ensure full understanding of the letter, spirit and workings of the Code. Also, in the meetings they will be informed about the copy advice system that could be used any time they issue a new commercial communication. During the commitment period a survey will be made among the target audience in order to analyze how effective the action has been. At the end of the commitment, a seminar will take place to discuss self regulation trends within Europe, perceptions related to self regulation across Romania and also the results of the survey.

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1352821351551-1572 United European Gastroenterology (UEG)

Dissemination of evidence based information on the relationship between alcohol and digestive diseases

UEG and its members are continuously conducting important research on the relationship between alcohol and digestive diseases. The outcomes in the form of numerous published research papers gave scientists a good insight in the negative consequences of alcohol for the digestive tract. Years of research showed that the consequences are severe and much more worrying than was initially expected.

Unfortunately this important information is only known to a selected group of people, mainly scientists and NGOs active in this field. EU citizens, policy makers and politicians are often not aware of the severity of the problem. Alcohol is in contrast to smoking still seen as a minor risk factor for the development of often lethal diseases as for example cancer. Research showed that this perception is unjust and that there is a strong link between alcohol and digestive cancer and many other diseases in the digestive tract.

As a commitment to the EU Alcohol and Health Forum UEG would like to disseminate these research outcomes among politicians, policy makers and the EU civil society in general. It will do so through individual meetings with EU politicians and policy makers, high level conferences, open awareness raising events targeting civil society, and by means of the media.

Through the different forms of dissemination/awareness raising, UEG aims at changing the current underestimation of the alcohol problem in the EU. By changing the false perception of politicians, policy makers and civil society UEG intends to encourage actions by these stakeholders that better match the problem at hand.

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1352367332457-1570 EUROCOMMERCE

Raising awareness of Retailers to carry out actions against abuse of alcohol 2012-2015

EuroCommerce is committed to encourage its member companies and member federations to take action in view of reducing alcohol related harm. This will be carried out through the dissemination of information on the work of the EU Forum on Alcohol and Health and by encouraging members to develop their activities in relation to the objectives of the Charter establishing the Forum.

EuroCommerce will invite its members to make commitments within the framework of the Alcohol Forum and will also facilitate the dialogue and cooperation between its members and other members of the Forum.

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1351869537244-1568 SHAAP (Scottish Health Action on Alcohol Problems)

Information and support for Health Professionals

Information and support for Health Professionals

SHAAP will support Health Professionals in preventing and reducing alcohol-related harm by:

- Holding seminars and producing expert guidance on alcohol-related health harms
- Holding seminars and producing expert guidance promoting evidence-based service interventions
- Highlighting particular issues where the evidence requires clarification and discussion
- Working with the Scottish Medical Colleges and Faculties to influence clinicians' daily practice
- Advocating with government and international institutions, including the European Union, to prioritise health issues in policy making around alcohol and to ensure that alcohol-related issues are considered across all areas of public policy.

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1351261419971-1566 Diageo

Alkohol to Odpowiedzialnosc Pij Rozwaznie-Poland

Alkohol to Odpowiedzialnosc Pij Rozwaznie is a social campaign run in partnership with interested stakeholders to promote responsible drinking with specific focus on alcohol content information and drinking and driving.The campaign targets drivers and passengers and aims to promote the key message of responsible drinking by getting customers to sign the 'I drink, I don't drive' pledge. Partners include Real (Metro Group), the Institute of Vehicle Transport, Medical University of Warsaw, Capital City of Warsaw Police, Institute for Motor Transport Research -Samar and the Cristopher Foundation.

The campaign aims to increase consumer knowledge concerning the alcohol content of alcoholic beverages and also will contain information relating to the risks associated with drink driving.

The campaign will also feature extensive social media promotion on Facebook,enabling the initiative to reach a wider audience and further promote its responsible drinking message.

Furthermore, it is envisaged that publications will be released related to the campaigns message in consultation with academic and industry partners

Another element of the campaign will be the the placement of hostesses in store engaging with customers and encouraging them to sign the no drinking and driving pledge.

The campaign targets drivers and passengers in a dedicated information campaign and is using the skills of institutional academics and leading independent experts to further promote and supply factual information to alcohol consumers.

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1351261329638-1564 Diageo

Makro Smart Serve

The Marko Smart serve campaign is a training tool that aims to provide advice to shop and bar owners on the reponsible selling and serving of alcoholic products. This encompasses further information on alcoholic drinks the correct measures for different alcohol whilst also providing useful material regarding customer interaction and enforcement of the legal age limit for alcohol. The campaign uses a training pack to promote this initiative including a best practice guideline document, a Smart Serve training DVD using different hypothetical scenarios, training cards and further promotional material.
The 4 main areas of focus for the campaign are:
1. To encourage shop and bar owners to strictly enforce the legal age requirements for alcohol and to always ask for ID.
2.To promote the use of designated drivers in order to prevent drink driving and encourage shop and bar owners to promote alternative options.
3. Encourage business owners to create a venue that combines enjoyment of alcohol with a responsible drinking atmosphere.
4. Promote responsible serving measures for alcohol amongst people working in the Alcohol sector.


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1351260983390-1562 Diageo

Conoscere L'alcol

The Conoscere L'alcol campaign is designed to help consumers and shoppers make well-informed choices when purchasing and consuming alcoholic beverages.The campaign aims to promote responsible safe drinking for all consumers through increased awareness of alcohol limits and the effects of alcohol on a person. The campaign uses information displayed in leaflets placed near alcohol products in Auchan/SMA stores to communicate its key message. The leaflets display information tables from the Ministry of Health with a description of the effects of alcohol. The banners display the amount of alcohol content in the different beverages. All information supplied comes from official sources.

The campaign has received the patronage of the Ministry of Health and was endorsed by the Fondazione Veronesi NGO (scientific research).

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1350312989870-1560 Moët Hennessy

Moët Hennessy Training on Responsible Consumption


As a socially responsible company, Moët Hennessy has always been committed to Responsible Consumption. In 2012, we are renewing this commitment by launching an educational campaign designed for our employees promoting appropriate behaviours regarding alcohol consumption.

This educational campaign is based on our "Moët Hennessy Commitment for Responsible Consumption". This commitment, which is presented by MH's CEO, Christophe Navarre, in a video clip played during the training, highlights in particular 3 key areas:
1.Moët Hennessy products, which are high quality products with a strong cultural, historical and gastronomical footprint, are to be consumed and enjoyed in moderation, according to the Art of Tasting.
2. Moreover, after enjoying our products and before driving, each person must test their blood alcohol level by using the available breathalyzers. If the legal threshold is excedeed one should not drive.
3. Lastly, at Moët Hennessy, we propose our products to our employees, our guests, our visitors, but they are never required to consume them.

Based on these principles, we have put together an in-person training designed for the 6,000 employees of Moët Hennessy accross the world.

In each session of 2 or 4 hours depending on the audience, 2 trainers from Moët Hennessy will deliver a presentation on responsible consumption, highlighting what the Art of Tasting is, raising awareness about the dangers of an inappropriate consumption (in particular drink driving) and paving the way for daily responsible behaviours. The aim of this training is to make all our employees around the world ambassadors of the Art of Tasting towards our consumers, in order to further spread the message of responsible consumption.

The training will be available in 9 languages. Questionnaires evaluating the training will be filled in by trainees and trainers which will allow us to assess its content and propose new areas for next Moët Hennessy actions. Moët Hennessy top management has been trained before the campaign started.

In order to follow up on this, a self training module in 9 languages will allow employees to train about responsible consumption. An Intranet website dedicated to responsible consumption (in French and English) will also allow our employees to inform each other about responsible consumption actions and exchange best practices. Finally, an autodiagnosis will be made available for those wanting to privately assess their alcohol consumption.

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