Marketplace
practices
Code of marketing practice
Setting the standard
Every GAB employee and representative is required to follow our Code of Marketing Practice when promoting our products. Supported by a
stringent approval system, the Code ensures our marketing materials are in compliance with local laws and regulations and in line with our
commitment to sensible drinking. Moreover, the Code promotes respectful, non-offensive communication. This is particularly important as the
majority of Malaysians abstain from alcohol due to religious and cultural requirements, preferences and sensitivies.
In FY14–FY15, we expanded our focus on responsible marketing to encompass emerging media channels. Our goal is to make sure that GAB’s
social media engagements live up to the same compliance standards as our traditional marketing activities.
Economic uncertainty caused by rising cost of living and changes to the
taxation law continued to affect consumer confidence in FY14–FY15.
However, an unpredictable marketplace is no excuse to underplay the
importance of responsible marketplace practices.We continued to produce
great beverages according to international safety and quality standards,
market our products respectfully and encourage responsible drinking. We
also took a proactive lead in supporting our partners to prepare for new
business realities.
In everyone’s best interest
GUINNESS ANCHOR
BERHAD
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