Strict internal communication guidelines are fundamental to our efforts to promote responsible drinking. Adherence to our Code and compliance system is also a way to reassure society of our objective – to responsibly market our products to adult consumers not at risk who have chosen to drink alcohol beverages.
Our Code of Commercial Communication (CCC) regulates the way we market alcoholic beverages. It is our own internal set of standards, which means we act consistently and responsibly wherever we operate – often above the requirements of local laws and legislation.
The Code covers advertising in all media (including the internet and text messaging), packaging, promotions, product placement, merchandising, research and sponsorship.
Its guidelines support our company efforts to combat under-age drinking; for example, commercial communication may not be directed at persons under the legal drinking age (or in countries without a legal drinking age to persons under the age of 18) and the use of characters or icons with unique appeal to children is not allowed.
The Code was introduced in 2004 and has been systematically adopted throughout the company: all of our subsidiaries worldwide adhere to its rules. In addition our advertising agencies, events organisers and other related suppliers are subject to the provisions of the Code and all have to acknowledge in writing that they are aware of the Code and that they are contractually bound to follow the Code in any business which they conduct for, and/or on behalf of SABMiller.
We conduct regular training on the Code for all employees and suppliers.
In accordance with policy, robust internal compliance mechanisms are established and maintained to ensure that all commercial communication emanating from the company comports with the letter and spirit of the Code.
Managing Directors are responsible for ensuring compliance and, while the actual mechanisms might vary from market to market, a minimum standard is applied.
In several countries, SABMiller subsidiaries have also been active in developing self-regulatory codes of commercial communication for the entire industry in that specific country.
Read the full Code of Commercial Communication (PDF)