344 commitments

Submission number Informations Report Actions
1330443597803-1504 The Brewers of Europe

Self-regulating beer advertising across social media

This commitment builds upon The Brewers of Europe's pioneering commitment to implement across the EU 7 Operational Standards for effective and comprehensive self-regulatory systems governing beer advertising. One of the key advantages of self-regulation is its ability to adapt quickly to changing developments, both in expectations from citizens and policy makers but also in the regulatory and media landscape.
One such development is the growing presence of social media in the lives of EU citizens. With that opportunity comes the responsibility to advertise responsibly. Whilst the rules of The Brewers of Europe's Guidelines on Responsible Commercial Communications for Beer already cover all advertising, the structure of social media also provides tools to greater facilitate, for example, the targeting of adult consumers.
The Brewers of Europe is therefore updating its Guidelines implementation Manual to enable brewing companies to ensure that beer advertising is conducted responsibly and that the technological tools available are used to guarantee implementation. Alongside this brewing companies and national associations will ensure that their own codes and guidelines contain specific provisions in relation to social media.
Building on its commitment to partner with any relevant stakeholder sharing its vision with regard to social responsibility, The Brewers of Europe is already in dialogue with Facebook, the largest and most widely recognised social network, in order to ensure the existence of best practices that can be replicated by other parties wishing to ensure responsible advertising on social media.

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1329332339073-1500 Diageo

BBBien

In 2010 DIAGEO made an innovative bid in the Corporate Social Responsibility field by going for social media, launching a fan page on Facebook: www.facebook.com/bbbienbydiageo. This community is also developed through the major technology platforms and social networks, main stage entertainment for young people: iPhone, iPhone and iPod, YouTube, Twitter and Facebook. The page contains messaging around the dangers of mixing drinking and driving, ideas and experiences of others around responsible drinking, advice and information provided in a positive and engaging way. Spanish celebrities have joined this initiative and give advice on responsible drinking habits. Spanish Formula 1 driver Pedro de la Rosa, ambassador of Diageo’s responsible drinking campaign, has been the most representative figure in 2010 in responsible drinking actions by Diageo in Spain. He has been the reference person to communicate the BBBien! Platform. In the summer of 2010 a video-comic was designed with Pedro de la Rosa, where the user could see himself with his friends and Pedro in the same car and decide “who will be the driver this night”, encouraging the use of an alternative driver by promoting the designated driver concept.
In Christmas 2010 the first application for iPhone, iPod and iPad was introduced in Spain that contains the main public transportation options all over the country, with geo-references for taxi, night buses, subways and trains of every capital city in Spain.Only five days after its launch, the application received more than 7,000 downloads, making it the 17th position of the most downloaded application in the App Store. Each download of the application contributed 1 euro to the road safety association AESLEME. There are now many voices that over the last year have joined the pioneering multi-channel platform BBBien!,to spread a culture of responsibility around alcohol consumption. The latest addition in 2011 has been one of the renowned singer Lourdes Hernández ,Red Russian, Spanish artist named best days ago by MTV.Russian Red has followed the footsteps of other popular characters such as the designer Juanjo Oliva, actor Luis Tosar, the driver Pedro de la Rosa, Carmen Lomana known, the radio announcer or the players Fernandisco Amavisca and Salinas, we already have left above tips on how to "drink well" to help spread this important message.

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1329332259577-1498 Diageo

"What do you tell a pregnant woman about alcohol programme"

Diageo will fund and sponsor a three year programme to extend the NOFAS-UK “What Do You Tell A Pregnant Woman About Alcohol” Programme across England & Wales to inform over 1 million pregnant women of what they need to know about alcohol in pregnancy
We commit that in addition to the existing NOFAS-UK booklets and materials, new resources and films will be produced , alongside face to face training sessions, a new online training package, and distance learning packages. (online course also available in DVD format) These materials and courses will be offered free to around 10,000 midwifes, who will inform over 1 million pregnant women of the risks of drinking alcohol in pregnancy.

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1328716392364-1496 SABMiller

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

SABMiller issued its revised Policy on Commercial Communication in 2008. Connected to the Policy, preliminary message guidelines were developed at SABMiller in 2009. The policy requires to place alcohol responsibility messages 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, printed POS materials over the size of A4. SABMiller companies develop responsibility messages based on their local market circumstances. The principles that are outlined in the guidelines are the following:
- Responsibility messages should be accurate, balanced, and meaningful with regard to discouraging irresponsible drinking in the local context.
- Responsibility messages should be clearly visible or audible in the particular medium in which they are used.
- Local markets should strive for a consistent responsibility message across all brands, whenever possible.

In course of the implementation 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 share the final guidelines with the members of the EUAHF. We will ensure that by December 2011 the placement of responsible messages will be compliant with the provisions of the final guidelines in all countries where we operate in Europe and where no binding regulations or industry / government agreements rule the application of messaging.

In every country the local Sales and Marketing Responsibility Committee - the members of which are delegated from different functional areas of local SABMiller affiliate company - will approve all labels and related marketing communication materials in order to develop and implement precise, meaningful and readable responsible message for consumers in local context.

Compliance to the guidelines will be measured by third party audit.

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1328116183033-1494 Pernod-Ricard S.A.

"Responsible Student Parties" implementation in Europe - updated February 2012

Pernod Ricard is committed to developing a new responsible drinking initiative addressing the issue of excessive and/or inappropriate drinking within student parties all across Europe.

Our aim is to create a pragmatic and useful toolkit with a specific approach towards alcohol prevention. We don't talk down to students but engage with them in order to create a toolkit so they can make informed decisions in responsible partying. This is why the project will be run in partnership with student associations which will become ambassadors of responsible drinking for their peers. Erasmus Student Network (ESN) is our main partner at European level and for local implementation. Other local partnerships can be possibly developed.

In order to help students organize safe parties, we are developing a special toolkit with all necessary information and tools:
- A dedicated website containing information under two headings: EVENTS - with information such as how to plan an event and safety recommendations; and ALCOHOL - with information such as what alcohol is, it's effect on the body, common myths and a quiz. The site also contains an online "my party" tool, testimonies and a picture library.
- A communication campaign: posterson peer pressure, binge drinking and drink driving, as well as useful tips for a safe night out (drinking water and eating); information flyers on responsible drinking
- A designated driver system: a person is designated as a driver and receives a special bracelet as a reminder to drink only soft drinks. At the exit a breathalyser test is done and if the result is negative, the person receives a reward.
- The distribution of breathalysers, condoms and other gadgets by Responsible Party Ambassadors.

Since Pernod Ricard operates on a decentralized model, we at Pernod Ricard will:
1. Develop European partnerships with relevant stakeholders;
2. Work with our European affiliates to implement the program in their country by building local partnerships with stakeholders and especially students associations;
3. Develop a “Responsible Party” website, a guideline and associated prevention and communication materials.

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1325668954266-1488 European Association for the Study of the Liver (EASL)

European Clinical Practice Guidelines (CPGs) for detection/treatment of alcoholic liver disease (ALD)

EASL is the leading pan-European association of medical professionals dedicated to promoting liver research and care in Europe. We are committed to promoting the education and training of healthcare professionals.
To this end, EASL has already developed four sets of clinical practice guidelines on liver disease. The clinical practice guidelines help physicians and other healthcare providers, as well as patients, by describing approaches for the diagnosis, treatment and prevention of specific liver diseases.
In 2011, EASL will draw up clinical practice guidelines on the detection and treatment of alcoholic liver disease. The elaboration of these clinical practice guidelines is part of a long-term strategy for addressing alcoholic liver disease and builds up on the monothematic conference on alcoholic liver disease held in December 2010 (and which was EASL's previous commitment to the European Alcohol and Health Forum).
EASL aims for these clinical practice guidelines to become the number one reference for healthcare professionals to improve the diagnosis, management, treatment and care of patients with alcoholic liver disease. EASL will disseminate the clinical practice guidelines to its membership and publish them online. EASL also envisages working in partnership with other European umbrella organisations that are member of the Forum in order to disseminate the guidelines. In the future, EASL may also consider collaboration with national liver associations for the translation and further dissemination of the clinical practice guidelines at national level.

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1323905960477-1486 Anheuser-Busch InBev (ABI)

Pro-supporter: responsible fan behaviour

AB InBev has the responsibility to ensure that our products are consumed in a responsible manner. Providing information on our products to legal age consumers and fostering education on how to enjoy our products responsibly is a key part of this. AB InBev believes that our beers can be enjoyed responsibly by everyone of legal drinking age who chooses to drink, however there are times in one’s life, such as during pregnancy, or when driving that is it inappropriate for alcohol to be consumed. Educating and informing consumers empowers them to make the suitable choices for each of them individually and drink responsibly.

AB InBev is committing to target at least 3% of the annual “above-the-line” marketing budget to advertising and programmes to help inform and educate consumers about the importance of responsible drinking.

Integrate responsible drinking messages for football fans in our football league sponsorships across Europe, partnering with football clubs and leagues, reaching football fans at least 10 million times:
• Continuation of annual ‘Pro-Supporter’ campaign in the Netherlands
• Roll-out of ‘Pro-Supporter’ in Belgium in premier league
• Integrate responsible drinking messages into the FA Cup sponsorship

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1323905857765-1484 Anheuser-Busch InBev (ABI)

Pictoral labelling commitment

AB InBev has the responsibility to ensure that our products are consumed in a responsible manner. Providing information on our products to legal age consumers and fostering education on how to enjoy our products responsibly is a key part of this. AB InBev believes that our beers can be enjoyed responsibly by everyone of legal drinking age who chooses to drink, however there are times in one’s life, such as during pregnancy, or when driving that is it inappropriate for alcohol to be consumed. Educating and informing consumers empowers them to make the suitable choices for each of them individually and drink responsibly.

AB InBev is herby committing to place pictorial labels (pictograms) regarding no drinking during pregnancy and don’t drink and drive on the back-labels of consumer-facing primary packaging of our SKUs produced in Europe, in order to encourage responsible drinking.

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1323905696264-1482 Anheuser-Busch InBev (ABI)

Family Talk - helping the conversation

AB InBev has the responsibility to ensure that our products are consumed in a responsible manner. Providing information on our products to legal age consumers and fostering education on how to enjoy our products responsibly is a key part of this. AB InBev believes that our beers can be enjoyed responsibly by everyone of legal drinking age who chooses to drink, however there are times in one’s life, such as during pregnancy, or when driving that is it inappropriate for alcohol to be consumed. Educating and informing consumers empowers them to make the suitable choices for each of them individually and drink responsibly.

Hereby, AB InBev commits to reaching parents and caregivers 20 million times with programmes developed by subject matter experts that help parents talk with their children about underage drinking.
• Partner with relevant NGOs, parent organizations and school boards to help parents start conversations with their children through the ‘Family Talk’ programme.
• In brewery visits throughout Europe, integrate an additional element on how to start conversations with their children about alcohol using the ‘Family Talk’ programme.
• Integrate referral links to the ‘Family Talk’ website on all AB InBev branded and corporate owned websites and corporate owned social media platforms throughout Europe.

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1323905590038-1480 Anheuser-Busch InBev (ABI)

Increasing awareness: designated drivers

AB InBev has the responsibility to ensure that our products are consumed in a responsible manner. Providing information on our products to legal age consumers and fostering education on how to enjoy our products responsibly is a key part of this. AB InBev believes that our beers can be enjoyed responsibly by everyone of legal drinking age who chooses to drink, however there are times in one’s life, such as during pregnancy, or when driving that is it inappropriate for alcohol to be consumed. Educating and informing consumers empowers them to make the suitable choices for each of them individually and drink responsibly.

As part of this information and empowerment, AB InBev commits to reaching legal-age consumers 100 million times to increase awareness of the importance of responsible consumption of alcohol in relation to traffic (e.g. using a designated driver or safe-ride home), through:
• In Germany, continued investment in the campaign “Geklährt wer fährt”.
• In Belgium and The Netherlands, communicate designated driver concept through “Pro Supporter” responsible fan behaviour programme linked to the Jupiler Football League partnerships (Premier League Belgium, Second League The Netherlands).
• In Belgium, invest in designated driver Bob campaign (originally invented by AB InBev) proportionally to membership fee through the Belgian Brewers.
• In the UK, communicate designated driver concept through a programme linked to the FA Cup partnership.
• In all our branded digital channels across our key markets in Europe, include a designated driver message.
• Across our key markets in Europe, use own advertising and support industry advertising to convince consumers to appoint a designated driver.

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