Commitment details

Information about the commitment

Submission number 1340360733800-1532
Submission date
  • 15-Apr-2012
Owner of the commitment The Brewers of Europe
Name of the organisation's representative in the forum Pierre-Olivier Bergeron
Name of the affiliated Umbrella Organisation or Federation www.cerveceros.org; www.cecu.es; www.uniondeconsumidores.info; www.autocontrol.es/
Title of the commitment Self-regulating beer advertising across social media
Commitment summary 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 Spanish Self Regulation Code 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.
Cerveceros de España is therefore updating its Self Regulation Code 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 responsiblity, Cerveceros de España is partnering with Facebook, through the Brewers of Europe, the largest and most widely recognised social network, in order to develop best practise that can be reciprocated by other parties wishing to ensure responsible advertising on social media.
Link to further information relating to the commitment
Forum members, associated with the commitment
Partners, associated to the commitment
  • Asociación para la Autorregulación de la Comunicación Comercial (Autocontrol)
  • Confederación de Consumidores y Usuarios (CECU)
  • Unión de Consumidores de España (UCE)

Contact Point

Contact name Jacobo Olalla
Organisation Cerveceros de España
Title/Position Director General
Address
C/ Almagro 24
28010 Madrid
Spain
Tel +3491.308.67.70
Fax +3491.308.66.61
Email social@cerveceros.org
If the commitment is implemented in more than one Member State indicate for each country the name of the national contact point

Information about the commitment

Background to the commitment (if any) Following the setting up of the Forum, Cerveceros de España committed to and implemented in Spain a pioneering and ambitious commitment to implementation 7 Operational Standards for effective and comprehensive self-regulatory systems for beer advertising. At the final Brewers of Europe report's launch we committed to keeping self-regulation up-to-date with changing technologies and marketing avenues. One such importance avenue is the growing importance of social media both in people's lives and for advertisers. Whilst brewers' codes typically apply to all marketing, regardless of the medium, the nature of social media mean that certain specific actions can further improve the use of self-regulation to guarantee responsible beer advertising. Simultaneously, social media have committed to strengthening the safeguards in place on their sites, working together with their clients, the advertisers, ensure campaign responsibility.
Priority areas
  • Better cooperation / actions on responsible commercial communication and sales
Baseline The Brewers of Europe has well-established Guidelines for Responsible Commercial Communications that apply to all beer advertising. These are integrated into Cerveceros de España code. The Brewers of Europe also has an internal Manual guiding brewing companies on the different elements of the Guidelines, in particular how to implement them in practice and according to both the letter and spirit. However, this internal Manual pre-dated social media. Building upon the existence of our National Self-Regulation Code, Cerveceros de España also submitted a major commitment at the founding of the Forum to ensure that this code was operating within comprehensive and effective systems that complied with 7 operational standards building upon DG SANCO's best practice model. Cerveceros de España’s code covers practical implementation of self-regulation across social media
Start date Jan-2013
End date
Expected interim date
  • 22-Feb-2014
Final report date
  • 22-Feb-2014
Member states
  • Spain
Other concerned countries

Commercial communication

Target
  • No target group specified
Tool
  • Training of staff/professionals
  • self-regulation
Description

Consumer information

Target
Tool
Description To develop the implementation of self-regulation for beer advertising across social media. Clearly establish responsibilities carried by the different parties present on social media. Annual monitoring report.

Counseling

Target
Tool
Description

Education

Target
Tool
Description

Media

Target
Tool
Description

Youth involvment

Target
Tool
Description

Research

Area
Description

Treatment

Target
Description

Commitment activities in the following Member States

Commitment activities in the following Member States

Information on monitoring

Objectives To ensure that effective self-regulation extends to beer advertising using social media with the provision of appropriate mechanisms.
Relevance (i.e. how will the commitment contribute to achieving the aim of the Forum ?) developing tools to ensure self-regulation implementation spreads to beer advertising on social media is contributing to the objective of better cooperation and action on responsible commercial communications.

Input indicators

Number of people involved 4
Time spent (Man/hours) 3.75 man/months + 1.9 m/m + 1.9 m/m + 1.9 m/m = 9.45 man/months
Cost (please indicate in €)
Other

Information on monitoring

Number of people reached
Number of people in the target group reached
Number of participants in different activities
Web site visitors
Number of products 1 new social media code;1 annual reports (2012-2013); 2 press releases
Number of pamphlets/adverts
Established number of contacts
Other

Outcome and impact

Short term
Medium Term
Long Term

Evaluation details

Tool use
  • External evaluators
  • Internal evaluators
Type of methodology
  • Structure interviews
  • Media surveys

Details about the monitoring report

Title of the commitment
Self-regulating beer advertising across social media
Name of the Forum member organisation owning the commitment
The Brewers of Europe
Name of the Forum member organisation owning the commitment
The Brewers of Europe
Is this a report for an ongoing commitment or a final report?
FINAL
What is the time period covered by this report (in the case of a final report, the reporting period is the life span of the commitment)?
01/01/2013 to 22/02/2014
Point of contact for the commitment (the person authorised by the organisation owning the commitment who can be contacted for information about the commitment):
Olalla Jacobo
Director General
C/ Almagro 24
28010 Madrid Spain
+34 91.308.67.70
+34 91.308.66.61
social@cerveceros.org
Commitment summary (based on summary given in original commitment form):
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 Spanish Self Regulation Code 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.
Cerveceros de España is therefore updating its Self Regulation Code 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 responsiblity, Cerveceros de España is partnering with Facebook, through the Brewers of Europe, the largest and most widely recognised social network, in order to develop best practise that can be reciprocated by other parties wishing to ensure responsible advertising on social media.
Web site/s relating to the commitment
Description of the implementation of the commitment
Cerveceros de España is still discussing the further implementation of self-regulation code on digital media. Cerveceros de España had been waiting for the adoption of the revised digital media guidelines by leading brewing companies in order to ensure coordination throughout the whole sector and the guidelines are currently being translated. Some members of Cerveceros de España's members are already implementing this revised guidelines. Cerveceros de España will further work on the topic to ensure its full implementation throughout the Spanish brewing sector and will work on keeping the revised guidelines and the self-regulatory practices up-to-date with society's expectations and with the newest developments in the world of digital media.
Objectives (cf. sections 4-5 of the Monitoring Commitment in Annex II of the Forum Charter): in which way and to which extent have the objectives set out in the original commitment form been achieved in the reporting period?
To ensure that effective self-regulation extends to beer advertising using social media with the provision of appropriate mechanisms.
Relevance (i.e. how did the commitment during the reporting period contribute to achieving the overall aims of the Forum - cf. section 3 of the Monitoring Commitment in Annex II of the Forum Charter)
Developing tools to ensure self-regulation implementation spreads to beer advertising on social media is contributing to the objective of better cooperation and action on responsible commercial communications which belongs to one of the priority of the Forum: "cooperation to promote responsibility in and prevent irresponsible commercial communication and sales".
Input indicators (resources allocated to the commitment ("What was done to put the objectives into practice?") - cf. section 5a of the Monitoring Commitment in Annex II of the Forum Charter)
Number of people: 4
Time spent: 3.75 man/months + 1.9 m/m + 1.9 m/m + 1.9 m/m = 9.45 man/months
Output indicators (measure from a quantitative point of view the results created through the use of inputs ("What was achieved with the resources allocated to the commitment") - cf. section 5b of the Monitoring Commitment in Annex II of the Forum Charter)
Number of products: 1 new social media code;1 annual reports (2012-2013); 2 press releases
Outcome and impact indicators (how successful has the commitment been during the reporting period in relation to the original objectives - cf. section 6 of the Monitoring Commitment in Annex II of the Forum Charter. These indications go beyond the minimum agreed requirements to monitor a commitment, and it is expected that this type of evaluation will not be carried out for all commitments.)
Short term
2 internal meetings in order to define the code
1 meeting with twitter in order to defined how to collaborate
Medium term
Long term
Other
Evaluation details (tools and methods used, internal or external evaluators...)
Media surveys, Structured interviews, Progress reports based on documentary evidence

External Evaluator: Autocontrol
Other comments related to monitoring the commitment (This section is to be used to add any other information which can be useful in terms of understanding issues relating to the monitoring of your commitment, such as, any major obstacles that have been encountered, sources of data used, etc. If the basic details of the commitment have been changed, this field is to be used to explain why and how they were changed.)
Dissemination (How were the results of the commitment disseminated?)
The translated code will be shared with the member companies for implementation whilst some companies already implement it.
References to further information relating to the monitoring of the commitment
Attachments