Molson Coors Brewing Company (UK) Ltd

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A6. Advertising & Marketing Alcohol

Committed since:

1 January, 2013

Delivery plan:

Submitted: 23 December, 2011

We have met this pledge by:- Supporting the development of a new sponsorship code through our work with the Scottish government alcohol industry partnership where we are currently supporting the joint industry and Scottish government review of existing sponsorship guidelines. The original version of these guidelines have been acknowledged as best practice in the UK and internationally. In addition, through our sponsorship of the Carling Cup, we have used the final to bring the Drinkaware message to a wider audience through putting the website on the perimeter boards. Such best practice is now being adopted in other sponsorship venues.- Regarding no alcohol adverts within 100m of schools: Molson Coors's media agency, Zenith Optimedia, has been briefed and follows this policy whenever buying media on behalf of Molson Coors.- Drinkaware brand guidelines: as one of the founder members of Drinkaware with continued active involvement in the organisation from CEO representation on the council through to day to day engagement by marketing and public affairs colleagues, we consistently follow Drinkaware guidelines and also ensure that the Drinkaware brand, website address and Why let the good times go bad campaign? logo are used in line with the guidelines on all our beer brands.

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