SOCIAL SUSTAINABILITY
continue in the coming period, paying particular
attention to refresher programmes and procedures
for new employees.
Additional effort will be devoted to the operating
companies which have joined the group in the past
year, to ensure that the rules are better understood
and more effectively applied throughout the organi
sation.
Advertising
A second pillar of our alcohol policy is our belief that
it is our obligation to advertise and promote our
products responsibly to consumers who have
reached the age at which they are permitted to
purchase alcohol by the local regulations and not to
advertise our products in a manner which might
encourage their irresponsible use.
Heineken's policy on this issue has a long history.
Since the 1960s, our rules on advertising have been
elaborated and extended to apply to all the com
pany's brands. One aim of these rules, as currently in
effect, is to avoid conveying a message in our adver
tising that alcohol enhances physical performance,
makes people more popular or more attractive, has
therapeutic properties or acts as a stimulant. We do
not portray irresponsible drinking in our advertising,
nor do we show abstinence in a negative light.
In terms of sales volume, three-quarters of the
employees involved in the marketing communication
function have been given specific instruction in the
importance of and background to the rules on re
sponsible advertising and promotion.
Heineken's advertising rules are designed to ensure
responsible marketing, but they are not sufficient in
themselves to promote responsible alcohol use and
Instruction given in rules on marketing communication
of companies
OB VES 76
NO 24
HEINEKEN N.V. SUSTAINABILITY REPORT 2002-2 003
Active promotion of responsible alcohol use
of companies
OB YES 83
B NO 17
prevent misuse, which has many root causes. Further
action has been taken in recent years to highlight the
importance of responsible alcohol consumption. Our
operating companies are becoming increasingly
actively involved in encouraging responsible drinking,
some in cooperation with other organisations.
Promoting responsible alcohol use is a complex
undertaking and, to improve our chances of success,
programmes and activities which have proved
successful in one country will be replicated in other
countries. In addition to its own rules on responsible
marketing communication and specific alcohol adver
tising codes, Heineken also complies with general
advertising codes in countries where these are in
force. Such codes apply to 45 per cent of our operat
ing companies. A total of four infringements of the
provisions of advertising codes of this kind by
Heineken operating companies worldwide were
reported in 2003. In the United States, a number of
private civil lawsuits have recently commenced
against numerous alcohol beverage companies,
including Heineken USA and Heineken N.V., claiming
unlawful advertising in respect of people under the
legal drinking age. Heineken management believes
that these charges are without merit and that
Heineken has not contravened any applicable US law
or regulation The applicable Heineken companies
are seeking dismissal of these proceedings.
Cooperation
Heineken companies have cooperated with other
alcoholic beverage companies in promoting responsi
ble drinking, including The Amsterdam Group, STIVA
and the International Center for Alcohol Policies
(Washington, DC).
42
