41. Providing general information is just one step. In addition, follow-up initiatives based on more targeted interventions are needed to promote responsible consumption or help prevent abuse/misuse. Heineken USA has developed a number of such initiatives. In partnership with the New York Presbyterian Hospital, training material has been developed to help parents discuss the benefits and risks of alcohol consumption with their children. Various research studies have indicated that under- aged consumers are primarily influenced by their parents and then their peers. We believe that responsible consumption by parents themselves, along with parent-to-child education, is an effective way to encourage responsible consumption by young consumers above the legal drinking age. Commercial communication An important building block of our alcohol policy is our belief that we must promote responsible consumption through our advertising and promotions. Our advertising must never appear to condone irresponsible consumption. We have set rules and guidelines for responsible commercial communication for almost forty years. As far back as the late 1960s we made it a point of company policy for our ads not to encourage alcohol misuse and to target only those above the legal drinking age. Some public interest organisations advocate restrictions or total bans on the advertising of alcohol products. They argue that reducing advertising will reduce excessive consumption or other abuses. However, a considerable body of social research from around the world fails to support this argument. Heineken believes that misuse of alcohol should be addressed via specific measures targeted at specific kinds of abuse. For example, driving while intoxicated (a clear example of irresponsible consumption) is being addressed via legislation, awareness campaigns and by the enforcement of regulations. The successful industry-promoted designated driver campaign called 'BOB', which originated in Belgium, is being implemented in 13 countries across Europe with support from the brewing industry. Heineken N.V. - 2004/2005 Sustainability Report

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Heineken - Milieuverslag | 2004 | | pagina 43