Marketplace practices
Marketing materials
reaches consumers
External agency
develops marketing
materials
Verified by
Marketing Manager
Sign off by Corporate
Communications
Manager
Originating Marketing
Representative
Sign off by
Legal Manager
Sign off by
Marketing Director
GUINnESS & KILKENNY TEAM
Via Diageo Marketing Code
TIGER & ANCHOR TEAM
Via Heineken Asia Pacific
HEINEKEN & STRONGBOW
TEAM
Via Heineken Asia Pacific
The Approval Process
The local brand teams
need to attain sign offs
from the respective Global
/Regional Brand Teams
GAB’s Code of Marketing Practice Provisions
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 Information
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. 10
Does not Portray
Anti-Social Activities
Prov. 11
Promotions do not
Encourage Excessive
Drinking
GUINNESS ANCHOR
BERHAD
pg
.
19
