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Celebrate Responsibly

Advocating responsible drinking and marketing

Responsible drinking

In line with SAIL’22’s Defend our License to Operate, we are committed to taking proactive measures to support consumers in making healthy, responsible choices by:

  • Promoting moderate consumption;
  • Campaigning to prevent drink driving;
  • and Marketing our products responsibly.

Reflecting on Sustainable Development Goal 3.5, which is “to strengthen prevention and treatment of substance abuse, including the harmful use of alcohol”, we leveraged on key marketing campaigns, at point of sales and on packaging to raise awareness of the importance of responsible drinking.

In 2016, our Malaysian operations, for the second consecutive year, pledged support towards the Global Beer Responsible Day (GBRD), an international initiative that promotes the responsible enjoyment of beer.

Being one of the 17 Carlsberg Group markets from Denmark, Sweden, Norway, Finland, UK, France, Italy, Switzerland, Poland, Bulgaria, Ukraine, Russia, Uzbekistan, Azerbaijan, China, Malaysia and Nepal, we celebrated GBRD via a four-day #CheersResponsibly activation in conjunction with a month-long Oktoberfest campaign.

We successfully reached over 15,000 people with our awareness communication and on-ground activation. We also engaged our employees as responsible drinking ambassadors to discourage drink driving, when ones’ breath alcohol content (BAC) exceeded the national legal limit of 0.08%.

Furthermore, we conducted tests on consumers’ BAC and gave out personal mobile breathalysers to some 350 consumers, who pledged their support towards the cause.

Responsible advertising and marketing

Advertising and marketing at our Malaysian operation is in full compliance with all relevant Malaysian laws, the guidelines from the Communications and Multimedia Content Forum of Malaysia, the Malaysian Code of Advertising Practice (MCAP) as well as the Carlsberg Group’s Marketing Communications policy.

All Print or digital advertisements by our brands observe a high standard of social responsibility that never associates our products with the driving of any kind of vehicle and which never detracts from or conflicts with the need for the responsible and moderate consumption of alcohol. 

On 27 May 2016, the Malaysian Ministry of Health gazetted the Food (Amendment) Regulations 2016 to the Food Act 1983 [Act 281]. This new regulation mandates that all alcohol product labels are to display the health warning message “MEMINUM ARAK BOLEH MEMBAHAYAKAN KESIHATAN” in the Malay language, which, when translated, means “Drinking alcohol is bad for health”. Furthermore, the legal purchasing age of alcohol beverages will be increased from the age of 18 to 21. 

In preparation for this new regulation, which will take effect on 1 December 2017, we have begun to revise the design of our product labelling as well as review our promotion and activation mechanics in order to ensure full compliance.

Carlsberg Singapore collaborated with the Traffic Police and Singapore Road Safety Council to present the annual Anti-Drink Drive Campaign on 1 December 2016. Aimed at creating awareness about the dangers of drink driving, many posters of the Anti-Drink Drive campaign were put up in high traffic areas reminding consumers to get home safely following the consumption of alcohol. This campaign received endorsement from the Singapore Ministry of Home Affairs and Ministry of National Development as it is in support of the government’s call against drink driving.

Upholding Responsible Practices

Upholding quality

The Carlsberg Malaysia Group is committed to continually improving its management systems and to implementing various quality activities to deliver superior drinking experiences for our consumers. Following the recent launch of the new ISO 9001:2015 quality management system standard, our Malaysia operations began to focus its efforts on migrating from its existing ISO 9001:2008 standard to the new standard. 

As part of the transformation process, our Supply Chain’s Quality Assurance (QA) team engaged key managers and team members in a host of in-house training sessions on the new standards. The training sessions educated our employees on how best to adopt a practical and efficient approach to auditing under the new system. It also highlighted the importance of leadership as the new ISO system places greater emphasis on leadership engagement, on securing alignment between the quality management system and business strategy, as well as on greater accountability. 

We have empowered employees, who have participated in the ISO 9001: 2015 transition training, to conduct trainings for shop floor staff to ensure the smooth implementation of the new quality management system.


Upholding ethics and integrity

Here at Carlsberg Malaysia Group, we are dedicated to operating and conducting our business with a transparency that reflects our demand for ethics and integrity in all our dealings. 

As part of our efforts to ensure that all our practices are implemented in accordance with the highest standards, we rolled out the Code of Ethics and Conduct (COEC), which was recently launched by the Carlsberg Group under the SAIL’22’s Create a Winning Culture. 

The COEC serves as an ethical compass that outlines, how we should treat our colleagues, customers, communities, suppliers and shareholders in a range of situations. It will help us to determine what is ethically the right and most appropriate thing to do so that we always act with integrity.

As part of our efforts to improve the whistle-blower system, we introduced a new “Speak Up” telephone line in January 2017 to encourage employees, who prefer to remain anonymous, to inform us about instances regarding breaches of the COEC and other policies or if they have a serious concern to share. We also rolled out several other initiatives in accordance with our commitment to ethics and integrity: 

  • 169 employees in Malaysia and Singapore were trained on the new Code of Ethics and Conduct and completed E-Learning from November 2016 to February 2017.
  • The respective departments’ administrators were placed incharge of collecting gifts received and registering donations made on behalf of the Company. In 2016, our Malaysia operations made a total cash donation of RM112,829 to the approved NGOs and people with disabilities via the J.C. Jacobsen Foundation.
  • The Competition Compliance Handbook and the Competition Law - Do’s and Don’ts launched by the Carlsberg Group in September 2015 was cascaded down to our Malaysia and Singapore operations in 2016 through face-to-face training sessions as well as via new employee orientation briefing activities. Employees can now download the handbook from our intranet.