OUR APPROACH TOWARDS ZERO
We updated our Marketing Communication Policy (MCP) in 2017, which sets the framework for responsible communication across our business, including marketing, digital and social media channels and product packaging.
Our MCP sets benchmarks on limiting access to and appeal of alcohol marketing to minors, including strict standards on location placement of advertisements and choice of themes to avoid appealing to young people.
In 2017, a new Group Responsible Drinking Policy was introduced to set global standards on drinking in the workplace.
The Carlsberg Group sought advice from a group of health and behavioural experts from fields as diverse as biology, sociology, anthropology and psychology to help strengthen the design and effectiveness of our responsible drinking initiatives.
With input and insights from the experts, we hope to ensure our responsible drinking efforts are directed towards the right national goals and improve the effectiveness of different actions in this area.
Our approach consists of three ways in which we can support consumers and society in reducing the harmful use of alcohol:
Health Warning Labelling On Products
Effective 1 December 2017, the legal purchasing age of alcohol in Malaysia has been raised to 21 from 18 as per the amendment to Food Regulations 1985 by the Ministry of Health. It is mandated that all primary and secondary packaging of alcohol products must carry the health warning message ‘Meminum arak boleh membahayakan kesihatan’ (Excessive alcohol consumption is harmful).
In compliance with the new regulations, we have incorporated the health warning message on the design of all our product packaging.
We acknowledge that preventing drink driving requires a multi-stakeholder approach.
At Carlsberg Group’s level, we partner with businesses, governmental authorities and other organisations, pooling our ideas and resources to find new, smarter solutions to these problems.
One of the most effective ways of preventing drink driving is to engage consumers at the point of consumption. To do so, we collaborate with business partners, including bar and restaurant owners, who are in direct contact with consumers to raise awareness on drink driving.
In 2017, for the third consecutive year, our Malaysia operations activated the “don’t drink and drive” campaign named #CelebrateResponsibly, in conjunction with the annual ‘Global Beer Responsible Day’.
The aim of the campaign was to increase awareness on responsible consumption of alcohol by advocating “Don’t Drink and Drive”, especially when one’s Blood/Breath Alcohol Content (BAC) exceeds the legal limit of 0.08% in Malaysia.
The campaign was held during the Oktoberfest consumer parties in Klang Valley and Penang in October, where we advocated ZERO Irresponsible Drinking by focusing on no drink-driving.
Our employees acted as ambassadors to disseminate information on responsible drinking as well as encouraging consumers to experience the brand-new driving simulation game using Kinect technology to tap younger beer consumers who are more receptive towards responsible drinking messages when it’s on a digital platform.
We also tested consumers’ breath alcohol content with breathalysers. They were also provided with e-hailing discounted rides.
Throughout October, we collaborated with modern bars and pubs across Klang Valley, Penang, Johor and Melaka to raise awareness on the #CelebrateResponsibly campaign.