42. Chapter 3: The products (continued) In the past two years understanding of, and compliance with, our Rules and Guidelines on responsible commercial communications has been strengthened via presentations to management teams and through workshops for the marketing and sales discipline. The rules and guidelines cover all Heineken brands marketed worldwide. At the end of 2005 around 80 per cent of our operating companies had trained the marketing and sales management via workshops. Four operating companies have reported that they have not yet run the training programme due to the fact that national law or the applicable self- regulatory codes are stricter than our policies, whereas one operating company has reported to have done the training on the beer code of the national beer association. This code is in line with the Heineken Rules Guidelines. In two operating companies the training took place in 2004. Two operating companies are yet to perform this activity. In 2005, a broader group of employees in the commercial discipline, representing around 90 per cent of the operating companies, received an electronic learning tool as a refresher. In 2006, our Rules and Guidelines for Responsible Commercial Communication will be revised, providing greater clarity regarding the use of new media in marketing and advertising. Dialogue with society Besides alcohol and work and responsible commercial communication, the third pillar of our Alcohol Policy stresses the need to sustain dialogue with government and health organisations in order to help promote responsible drinking and to help prevent abuse. In 2004 the Mazzle website, which provides alcohol- related training for youngsters, was launched together with the Dutch Ministry of Health and De Volksbond, Rotterdam. Heineken has supported this project. In 2006 a school awareness programme will be launched in Spain, the Czech Republic and the United Kingdom, bringing together parents, teachers and school children. This project helps to educate children on the effects of alcohol and is a result of cooperation between health organisations, government and industry. The project will be evaluated and if proven to be successful it may, in time, be introduced in other European countries. The Amsterdam Group was founded in 1992 when the issue of alcohol and society was not yet on the agenda of the international alcoholic beverages industry. Because European trade associations have now become very actively involved in social issues related to alcohol use, the Amsterdam Group was Heineken N.V. - 2004/2005 Sustainability Report

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Heineken - Milieuverslag | 2004 | | pagina 44