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OUR COD E O F MARK E T I NG PRAC T I C E
We encourage self-regulation by GAB’s employees,
as well as by agencies, distributors and others who
engage customers and develop communication
messages on our behalf. Our guidance strictly adheres
to the rules set out and monitored by the Malaysian
Advertising Standards Authority and is embedded in
the GAB Code of Marketing Practice, which among
other things states that marketing and promotions
should:
• Not encourage the excessive consumption of
alcohol
• Not be directed at young people nor in any way
encourage them to start drinking. Anyone shown
drinking should be at least 25 years old
• Not adversely implicate those who do not accept
the challenge of a particular drink
• Not emphasise the stimulant effects of any drink
nor should they encourage over-indulgence
• Not imply that a drink is being recommended
mainly for its intoxicating effect or that drinking
is necessary for social success or acceptance
• Not use the alcoholic strength of a drink as the
principal subject of an advertisement
• Not associate drinking with driving
• Not claim or suggest that drinking can contribute
to better sexual performance
• Not target Muslims in advertising and promotion
of our alcoholic products
• Greetings for cultural and religious festivals
should not associate alcohol with the festivals
COMMUN I CAT I NG THE CODE TO EMPLOY E E S
AND PART N E RS
Each new employee is familiarised with the Code of
Marketing Practice through our induction programme
and existing employees have annual refresher courses
and briefings to ensure the Code is fully understood.
As part of our commitment to “walking the talk”,
in FY2011 we implemented a policy of no drinking
during working hours, including at customer meetings.
Over the coming years, we intend to roll out an
engaging and aggressive training programme to
ensure that all staff is fully aware of our commitment
to sensible drinking. We intend to introduce awards
and rewards to those who are strong ambassadors for
our Drink Sensibly initiative.
Regular dialogues are held with our marketing
agencies to ensure compliance with the Code of
Marketing Practice, and there are strict approval
processes in place. From FY2012, it will be mandatory
for all agencies to undergo detailed training.
Pre-implementation of the Code
of Marketing Practice.
Post-implementation of the Code
of Marketing Practice.
G U I N N E S S A N C H O R B E R H A D
( 5 3 5 0 - X )
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