Commitment details

Information about the commitment

Submission number 1352883557915-1576
Submission date
  • 14-Nov-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
Title of the commitment Brewers of Romania - Upgraded marketing self-regulatory system
Commitment summary 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.
Link to further information relating to the commitment
Forum members, associated with the commitment
Partners, associated to the commitment
  • Romanian Advertising Council (RAC)

Contact Point

Contact name Constantin Bratu
Organisation The Brewers of Romania Association
Title/Position Mr
Address
10 Poterasi street, 2nd floor, district 4
040265 Bucharest
Romania
Tel 00400213172977
Fax
Email constantin.bratu@berariiromaniei.ro
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) Care for the community within which brewers operate and social responsibility actions have been top priorities for the Brewers of Romania since 2005, from the very beginning. The organisation channels many of its efforts towards responsible communication in the beer sector, which has been shown through the drafting of the Code of Commercial Communication on Beer, the main self-regulatory tool of the sector.
The Code sets out rules with regards to the commercial communications of all the Association members, focusing in particular on encouraging responsible beer consumption, on targeting advertisements only to people above the age of 18. Moreover, the Brewers of Romania Association is a Board member of the Romanian Advertising Council, which has the responsibility to ensure full compliance of the members with the rules laid down in the Commercial Code of Communication.
Priority areas
  • Better cooperation / actions on responsible commercial communication and sales
Baseline The actions that have been undertaken are: - Adoption by all Association members of a Code of Commercial Communication on Beer - Regular updates of the Code, one of the most important being the introduction of a responsible consumption message on every commercial communication, starting December 2010. - As a best practice example in the Romanian environment, the Code of Commercial Communication on Beer was enclosed as an annex to the Advertising Code of Practice developed by the Romanian Advertising Council
Start date Nov-2012
End date May-2013
Expected interim date
  • 31-May-2013
Final report date
  • 31-May-2013
Member states
  • Romania
Other concerned countries

Commercial communication

Target
  • people involved in communications for beer
Tool
  • Training of staff/professionals
  • self-regulation
Description

Consumer information

Target
Tool
Description The aim is to be sure that all the people who develop commercial communications understand and implement the requirements of the commercial communication code and do not infringe the Code's spirit and letter .

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
Relevance (i.e. how will the commitment contribute to achieving the aim of the Forum ?)

Input indicators

Number of people involved
Time spent (Man/hours)
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
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
  • Questionnaire

Details about the monitoring report

Title of the commitment
Brewers of Romania - Upgraded marketing self-regulatory system
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)?
14/11/2012 to 31/05/2013
Point of contact for the commitment (the person authorised by the organisation owning the commitment who can be contacted for information about the commitment):
Bratu Constantin
Mr
10 Poterasi street, 2nd floor, district 4
040265 Bucharest Romania
0040 0213172977

constantin.bratu@berariiromaniei.ro
Commitment summary (based on summary given in original commitment form):
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.
Web site/s relating to the commitment
http://www.berariiromaniei.ro/codul-comunicarii-comerciale/
Description of the implementation of the commitment
The activities were based on workshop sessions with the BR's members. 4 out of 6 members participated within these workshops. As a structure, from the total participants, 70% were represented by people of the brewing companies and 30% were media agencies that develop the commercial communications.

The workshops' objectives were:
To clarify all the aspects regarding the spirit and the letter of the BR's Commercial Code of Communication
To present the audience how the Ethical Committees of RAC are working (RAC is the Romanian body that analyzes all the commercial communications complaints via its Ethical Committees)
To reiterate the advantages of the copy advice service provided by RAC

During the presentations, for a better understanding, the discussions were made on examples of commercial communications cross industries both national and international which have been debated within Ethical Committees for violating different rules of commercial communications.

Also, the audience was told to continue to use BR's self-monitoring procedure that was issued in 2009. So, every BR's member informs BR about the commercial communication they have in the first 5 days of broadcasting.

In the end, the attendees were presented one analyze of the beer complaints to RAC in the past 3 years. More details on:
http://www.berariiromaniei.ro/codul-comunicarii-comerciale/

Also, in order to assess the workshop sessions, a questionnaire was sent to the participants to fill in.
In order to announce the questionnaire's results and to close the commitment, on 24th of May 2013, a public event took place. The participants were journalists, media agencies, representatives of the national council of audiovisual and BR's members.
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?
The aim is to be sure that all the people who develop commercial communications understand and implement the requirements of the commercial communication code and do not infringe the Code's spirit and letter .
1. That beer producers be aware of the rules and scope of the beer commercial communications code and not infringe it.
2. That those responsible for beer advertising use a copy advice service before they broadcast a commercial communication.
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)
Strengthening both the awareness and use of the self-regulation system for responsible beer commercial communications will help to ensure that brewers' advertising be fully compliant with the commercial communications code and therefore will contribute to the implementation of one of the Forum's priorities, namely: "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)
The team involved in developing this commitment was formed by the members of the Brewers of Romania and the Romanian Advertising Council with the support of the Brewers of Europe.
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 people reached by the end of the commitment: 113. These people were from: breweries, media agencies, press, safety authority, national council of audiovisual.
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
The self-regulation actors are now aware of the new rules and will thus ensure responsible beer advertising is done.
Medium term
Long term
We believe that the brewers will continue to pay a particular attention to the self-regulation.
Other
Evaluation details (tools and methods used, internal or external evaluators...)
The evaluation was made based on a questionnaire for all BR's members which was uploaded on an online platform being completed by 58 respondents. The questionnaire was addressed to all those who are involved directly and indirectly in the commercial communication of the Brewers of Romania Association's members.
The purpose of the questionnaire was to know the participants' opinion on the quality of the seminars organized by both the Association and internally in each company in terms of self-regulation
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?)
We have shared our commitment within a press conference on 24th of May 2013. The conference's participants were representatives of the Health Ministry, people from the food safety authority, and also BR's members representatives. The speakers were formed by: the president of the Romanian Audiovisual National Council, the president of the Romanian Advertising Council and Mr. Simon Spillane ( on behalf of the Brewers of Europe). The most important messages of the questionnaire sent to the audience were:
- 87.93% of respondents believe that it is useful annual meeting to update the code of commercial communication in relation to the market evolution
- 86.21% considered beneficial the procedure in which the BR's members send to the Association their commercial communication within 5 days of broadcast
- 86.21% believe that inserting responsible drinking message in all commercial communications of the Association's members lead to sustainable development of the brewing sector
- 86.21% think that the applicability and usefulness of the copy advice service have relevance to their daily work, while 8.62% have already turned to the service
References to further information relating to the monitoring of the commitment
Attachments