Commitment details

Information about the commitment

Submission number 1353407051430-1580
Submission date
  • 20-Nov-2012
Owner of the commitment SABMiller
Name of the organisation's representative in the forum Gabor Garamszegi
Name of the affiliated Umbrella Organisation or Federation Brewers of Europe
Title of the commitment Strengthening SABMiller’s Advertising Practice
Commitment summary 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.
Link to further information relating to the commitment
Forum members, associated with the commitment
Partners, associated to the commitment

Contact Point

Contact name Gabor Garamszegi
Organisation SABMiller Europe
Title/Position Corporate Affairs Director, Europe
Address
Neuhofstrasse 4
6341 Baar
Other
Tel 4141 767 4715
Fax 4141 767 4701
Email gabor.garamszegi@sabmiller.com
If the commitment is implemented in more than one Member State indicate for each country the name of the national contact point
  • [Czech Republic] Drahomira Mandikova
  • [Spain] Luis Durango
  • [Hungary] Mandy Fertetics
  • [Italy] Federico Sanella
  • Pawel Kwiatkowski
  • [Romania] Diana Klusch
  • [Slovak Republic] Miriam Sramova

Information about the commitment

Background to the commitment (if any) Following the announcement of the industry commitments on reducing the harmful use of alcohol announced at the International Centre for Alcohol Policy (ICAP) conference in Washington on Tuesday 9 October we commit to build on these actions by further strengthening our advertising practice in Europe. Our advertising targets adults of legal drinking age. There are a number of countries in Europe that have introduced a minimum 75% adult audience threshold for advertising. In support of the industry wide commitments we are taking measures to ensure that across Europe the media in which we advertise our products have a minimum 75% adult audience for print, TV, radio and websites (for example banner advertisement, AdWords etc.).
Priority areas
  • Better cooperation / actions on responsible commercial communication and sales
Baseline We currently have a 70% audience threshold in place that is monitored by pre and post assessment. There are Sales and Marketing Responsibility Committees in place in all markets to ensure compliance with this audience threshold.
Start date Jan-2013
End date Jan-2014
Expected interim date
  • 30-Apr-2013
Final report date
  • 28-Feb-2014
Member states
  • Czech Republic
  • Spain
  • Hungary
  • Italy
  • Italy
  • Romania
  • Slovak Republic
Other concerned countries

Commercial communication

Target
  • Adult consumers
Tool
  • print, TV, radio and digital (websites)
Description

Consumer information

Target
Tool
Description Print, TV, radio and websites.

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
Type of methodology
  • Media surveys

Details about the monitoring report

Title of the commitment
Strengthening SABMiller's Advertising Practice
Name of the Forum member organisation owning the commitment
SABMiller
Name of the Forum member organisation owning the commitment
SABMiller
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)?
01/12/2012 to 31/01/2014
Point of contact for the commitment (the person authorised by the organisation owning the commitment who can be contacted for information about the commitment):
Garamszegi Gabor
Corporate Affairs Director, Europe
Neuhofstrasse 4
6341 Baar Switzerland
41 41 767 4715
41 41 767 4701
gabor.garamszegi@sabmiller.com
Commitment summary (based on summary given in original commitment form):
SABMiller Europe has committed to meeting a minimum of 75% adult audience for its advertising in print, audiovisual media and on websites for broadcast advertising. This builds on the WFA responsible marketing pact as well as the global CEO commitments which establish an adult audience threshold of 70% as a common industry standard.
We recognise that in Europe several countries have introduced a threshold of 75% mainly as a 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.
Web site/s relating to the commitment
Description of the implementation of the commitment
The following process was observed to monitor compliance with the commitment:
The internal Sales and Marketing Compliance Committee (SMCC) in each country is charged with ensuring all commercial communication complies with the Adult Audience Threshold.
A placement is considered reasonable by us if the audience composition data reviewed prior to the placement satisfied the 75% threshold.
Compliance with this qualitative assessment was monitored over the period 1st May 2013 until the 31st July 2013.
Source data for ex-post evaluation was provided by the buying agency MEC Global for 5 of the markets (IT, CZ, HU, PL and SK) with the remainder using their local media agencies for source data to support the monitoring process.
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?
In 2013 all of our media placements complied with the 75/25 threshold according to third-party ex-post data.
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)
This commitment contributes directly to the priority better cooperation/actions on responsible 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)
Across all markets where this commitment applied, the following resources were allocated:
People: 37
Time: 1 hour/man/month
Budget: €65,000
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)
The internal Sales and Marketing Compliance Committee (SMCC) in each of our markets reviewed our commercial communications to ensure that they complied with the Adult Audience Threshold. A placement is considered reasonable by us if the audience composition data reviewed prior to the placement satisfied the 75% threshold. Over the period of the commitment no cases of non-compliance were identified.

Source data for ex-post evaluation was provided by the buying agency MEC Global for 5 of the markets (IT, CZ, HU, PL and SK) with the remainder using their local media agencies for source data to support the monitoring process.
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
We have successfully complied with the commitment. The processes and systems that we have in place must be consistently applied to ensure that compliance remains high beyond the commitment period.
Medium term
Long term
Other
Evaluation details (tools and methods used, internal or external evaluators...)
Our compliance with these commitments was assured by KPMG Sustainability and third-party data was provided by our media buyer/tracking services MEC. Third party support was also used by the SABMiller Local Insight Teams to track consumer recognition.
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 plan to share our public report with members of the EUAHF as well as bilaterally with interested stakeholders. We will also work with the Brewers of Europe and the WFA to communicate about our shared visions and goals on these issues.
References to further information relating to the monitoring of the commitment
A detailed report will be made available on sabmiller.com.