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A6. Advertising & Marketing Alcohol
1 January, 2013
Submitted: 30 April, 2015
Please describe what are you have done over the last year to ensure that your products are marketed responsibly (2000 characters limit):
Since launching our Responsible Marketing Policy in 2013 we have been working to ensure it is fully embedded across our business. We continue to hold training sessions with our Sales & Marketing colleagues as well as external agencies working on our behalf. Compliance with our responsible marketing policy is included in our contracts with external agencies. We continue to work closely with the Portman Group to ensure our marketing teams and our agencies fully understand the letter and the spirit of the marketing and sponsorship codes.
The policy has created a more consistent approach to responsible marketing across all our brands and channels. Our brands have started to develop their own language for responsibility, using social media to start the conversation with consumers about moderation. The launch of the Responsibly Marketing Policy has embedded responsibility into how we operate on a day-to-day basis.
Do you use the Drinkaware logo?
Yes, we continue to provide core funding to Drinkaware and we use our marketing, packaging and sponsorship to raise awareness and drive traffic to Drinkaware.co.uk
Are you signed up to the Portman Group Code?
Yes, HEINEKEN continues to be fully compliant with the Portman group code of practice for sponsorship and marketing.
Please describe the process you have in place to ensure your company does not advertise alcohol on poster sites within 100m of schools (2000 characters limit):
We continue to work with our media buyers to ensure that no outdoor poster sites for our brands are within 200m of our schools. This is double the target we agreed when signing the Responsibility Deal.
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