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Further Strengthening Self-Regulation Systems for Commercial Communications for Beer

Further Strengthening Self-Regulation Systems for Commercial Communications for Beer. Rodolphe de Looz-Corswarem International Forum, 7 th November 2008, Sofia. The Brewers of Europe. Founded in 1958 25 national brewing associations in Europe Over 95% of the beer brewed in Europe

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Further Strengthening Self-Regulation Systems for Commercial Communications for Beer

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  1. Further Strengthening Self-Regulation Systemsfor Commercial Communications for Beer Rodolphe de Looz-Corswarem International Forum, 7th November 2008, Sofia

  2. The Brewers of Europe • Founded in 1958 • 25 national brewing associations in Europe • Over 95% of the beer brewed in Europe • The voice of the European brewing sector • Our mission: • Secure brewers’ right to responsibly brew and market beer

  3. The European Union Brewing Sector • 3000 breweries active • The 4 world leaders are European producers • 25% of the world’s beer production • 416 million hectolitres beer brewed annually • Over 2.5 million jobs generated directly and indirectly • 57,5 billion € value added to the European economy each year • Revenue from all taxes → 39 billion € per year • (Source: Ernst & Young – The Contribution made by Beer • to the European Economy – 2006)

  4. What is: European Beer • Part of European culture and traditions. • For over 5000 years beer has been brewed from natural, wholesome raw materials produced from the land. • The four main raw materials from which beer is brewed are malt, hops, yeast and water. • Many different beer styles form an integral part of regional/local brewing traditions. • The average alcoholic strength of beer is around 4.5%/5.5% alcohol obtained exclusively from natural fermentation. • Beer in moderation can form part of an adult’s healthy lifestyle.

  5. Beer Advertising Commercial communications play a fundamental role in the success of a free market economy by promoting competition and encouraging innovation. Marketing allows consumers to be informed about different beer styles, to choose between competing beer brands and to be made aware of new beers or new “old” recipes.

  6. Beer Advertising (Cont’d) Advertising’s role is neither to increase alcohol consumption in general nor to increase alcohol misuse, but to encourage a consumer to choose one beer brand over another. It is a competition tool. The brewing sector does though agree that its commercial communications should neither be targeted at minors nor encourage excessive or misuse of alcohol.

  7. Beer Advertising Self-regulation Across Europe, brewers have strict codes, designed to ensure all commercial communications are carried out in a responsible way. The Brewers of Europe’s Guidelines help to ensure that advertising does not cause offence or encourage alcohol misuse. Annual third party monitoring of TV and print advertising consistently shows that over 96% of beer advertising complies fully with the national codes.

  8. It is unrealistic to expect self-regulation on its own to solve all social problems related to public health, such as underage drinking or alcohol misuse. However, it can play an important part in promoting responsible consumption and ensuring minors are not targeted by advertising for alcohol beverages. Beer Advertising Self-Regulation (Cont’d)

  9. Optimising the effectiveness ofself-regulation systems In 2007 The Brewers of Europe decided to go beyond just having codes, to having robust systems. Europe’s brewers committed themselves to further optimising the effectiveness of self-regulation systems for beer advertising across the EU. This was reflected in the endorsement of 7 operational standards for effective self-regulatory systems. This internal commitment became a public commitment to the EU’s Alcohol and Health Forum in December 2007.

  10. 7 Operational Standards Full Code coverage All brewers All commercial communications Code Compliance Letter and spirit Copy advice Complaints Jury Independent Members Independent Chair Speed Fast decisions Immediate removals • Sanctions • Act as a deterrent • Credible • Consumer awareness • Complaints system • Jury decisions • Self-monitoring • Systematic & Ongoing • Regular review

  11. A Commitment to the EU Alcohol and Health Forum This internal commitment became a public commitment to the EU’s Alcohol and Health Forum in December 2007. It is supported by 12 national commitments to the Forum in the area of advertising self-regulation. We are delighted that the very dynamic and pro-active Union of Brewers in Bulgaria joined The Brewers of Europe in June this year. We are proud that the UBB endorsed the 7 operational standards and made a national commitment to the Forum under The Brewers of Europe’s umbrella.

  12. Thank you

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