HEINEKEN
Contents
Overview
Report of the
Executive Board
Report of the
Supervisory Board
Financial
statements
Other information
HEINEKEN Business Framework
Code of Business Conduct
How we behave
Values
What we stand for
One HEINEKEN
How we govern internally
Risk Management
How we reduce risk
Shaping our future
Our global priorities
HEINEKEN Company Rules
How we work
We are a Proud, Independent, Responsible, Global Brewer
Standards and Procedures
Monitoring and Assurance
People
Systems
Processes
Main risks
HEINEKEN's main risks and the measures which it takes to manage these risks are set out below. The finance risks are dealt with
separately in note 32 to the Financial Statements.
Risk category
Risk description
What we are doing to manage the risk
Non-compliance
Alcohol
Increasing risk of non-compliance to laws and regulations
due to strong growth in many new (emerging) markets
leading to fines, claims, reputational and brand damage.
Specific risks are:
Non-compliance with Company Rules and
Code of Business Conduct
Non-compliance with competition law
Non-compliance to local tax regulations
Targeting under legal drinking age consumers
Alcohol abuse remains a serious concern in many markets
and prompts regulators to take further restrictive measures
including restrictions and/or bans on advertising and
marketing, sponsorship, point-of-sale, and increased taxes
leading to lower revenues and profit. Specific risks are:
Increased restrictions on commercial freedoms
Increased taxes and duties
Increased restrictions in availability
Implementation and
assessment of compliance
with HEINEKEN Company
Rules and HEINEKEN Code
of Business Conduct
Standards procedures and
training (including e-tools)
Embedding of certain risk
and control systems
Placement of warnings on the
labels of HEINEKEN's products
HEINEKEN continuously
advocates responsible
consumption of its products
Work through EU Alcohol
Health Forum to reduce
alcohol-related harm
HEINEKEN Company Rule
regarding responsible
commercial communication
Improving relations and
co-operation with
governments and NGOs
Global commitments by
alcohol producers to support
reduction in alcohol-
related harm
Heineken N.V. Annual Report 2013
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