Basic HTML Version
PROV. 01
COMPLIES WITH
LAWS &
REGULATIONS
PROV. 02
DOES NOT TARGET
UNDERAGE
DRINKERS
PROV. 03
ENCOURAGES
SENSIBLE
DRINKING
PROV. 04
SHOWS RESPECT
FOR ABSTINENCE
PROV. 05
DOES NOT DISPLAY
OFFENSIVE
MARKETING
PROV. 06
PRESENTS CLEAR
& FACTUAL INFO
ON ALCOHOL
CONTENT
PROV. 07
DOES NOT IMPLY
MEDICINAL &
THERAPEUTIC
BENEFITS
PROV. 08
DOES NOT PROMOTE
DRINKING
& DRIVING
PROV. 09
DOES NOT IMPLY
SOCIAL & SEXUAL
SUCCESS
PROV. 11
PROMOTIONS
DO NOT ENCOURAGE
EXCESSIVE DRINKING
PROV. 10
DOES NOT
PORTRAY
ANTI-SOCIAL
ACTIVITIES
Originating
Marketing
Representative
External agency
develops marketing
materials
Verified by
Marketing
Manager
Sign off by
Legal
Manager
Sign off by
Corporate
Communications
Manager
Sign off by
Marketing
Director
Marketing
materials
reaches
consumers
GUINNESS
& KILKENNY
TEAM
Via Diageo
Marketing Code
TIGER & ANCHOR
TEAM
Via
Heineken Asia Pacific
HEINEKEN &
STRONGBOW
TEAM
Via
Heineken Asia Pacific
The local brand teams need to attain sign offs from the respective
Global / Regional Brand Teams
MARKETPLACE PRACTICES :
STAYING SENSIBLE
&
RESPONSIBLE
Marketplace Practices
Code of Marketing
Practice: Guidelines to
Greatness
Our Code of Marketing Practice continues to provide strict
guidelines which employees and company representatives
are to follow when marketing and promoting GAB’s
products. Our marketing materials approval system is
among the most stringent in the region. No marketing or
communication material is published without a diligent
check against our Marketing Code.
Over the past two years, we have also enhanced our focus
on social media, ensuring that our engagement with
consumers and stakeholders on Facebook and other social
media platforms is in strict compliance as well.
Code of Marketing Practice Provisions
The Approval
Process
Our licence to operate depends on our efforts
in marketing our brands responsibly and in
driving sensible alcohol consumption. This
is particularly important as we operate in a
country where the majority of the population
abstains from alcohol consumption on
cultural and religious grounds. As such,
we take our responsibilities very seriously;
we manufacture products that meet strict
international safety beverage standards, we
market in a way that does not cause offence,
and we encourage customers to consume our
products in a sensible manner.
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