0110 UC Commercial Communication Code

7/30/2019 0110 UC Commercial Communication Code

1/24

Regulile de ComuniCaRe ComeRCial

Responsabil pRivind beRea

Rules on Responsible CommeRCial

CommuniCation foR beeR


2/24


3/24

3

Cuprs/Ce

i. Preambul /Preamble 4

ii. Scopul /Scope 5

iii. Principiidebaz/Basic principles 5

1. Consumulresponsabildebuturialcoolice/Responsible Drinking 8

2. Minori /Underage 123. Condusul /Driving 15

4. Afirmaiiledespresntateidespreconinutuldealcool/Healthclaimsandalcoholcontent 16

5. Succesulsocialisexual/Social&SexualSuccess 17

6. Asocierecuactivitipericuloase/AssociationwithHazardousActivities 19

7.Mostregratuite/Free samples 19

8. Respectareicontrol/Complianceandcontrol 20

9.Monitorizareaplngerilor/Monitoringofcompliances 21

10. Autosesizarea/Selfcomplaint 22

11. Dispoziiigenerale/General Provisions 23


4/24

4

i. Prembul

Berea,atuncicndesteconsumatnmodresponsabil,estecompatibilcuunstildeviaechilibratisntosiestesavuratdeomaremajoritatedeconsumatori.n calitate deproductori responsabili, vrem sne asigurm cmarke-tingulberiiiaredreptintnumaipeceiacrorvrstdepetevrstalegalpentruachiziiadealcoolicsefacecusuficientgrij,astfelnctsnuncurajezeconsumulexcesiviiresponsabil.PrevederileacestorRegulideComunicareComercialpentruBererepre-zintbazaevaluriiactivitilorrealeceindecomunicrilecomerciale.Acestlucrupermiteindustrieiberiisdezvoltecomunicricomercialepen-truberenmodcreativinconcordancuvaloriprecum: consumulcaexperienplcut,personalsausocial; consumulcaactivitatesocialiconsumulresponsabilcasursdebucu-

rieirelaxare; consumulresponsabilcaparteaunuistildeviasntospentrumareamajoritateaconsumatorilor; consumultrebuiessefaccumoderaie.Pentruameninencredereaconsumatorilor,industriaberiiareinteresulsseasigurectoatecomunicrilesalecomercialesuntreglementatenmodcorespunztor,astfelnctacesteasfieconsideratelegale,decente,oneste,adevrateiacceptabiledinpunctdevederesocial.

i. Premble

Beer, when responsibly consumed is compatible with a balanced andhealthylifestyleandisenjoyedbythevastmajorityofconsumers.

Asresponsiblebrewerswewanttoensurethatbeermarketingisdirectedonlyatthoseabovethelegalpurchasingageandiscarriedoutwithsuffi-cientregardsoasnottoencourageexcessiveorirresponsibleconsumption.TheprovisionsoftheseRulesonCommercialCommunicationsforBeerarethebasisfortheassessmentofactualactivitiespertainingtocommer-cialcommunications.Thisallowsthebrewingindustrytodevelopcom-mercialcommunicationsforbeerinacreativemannerandinlinewithbrandvaluessuchas: drinkingasapleasurablepersonalorsocialexperience; drinkingasasocialactivity,andresponsibleconsumptionasasourceof

enjoymentandrelaxation; responsibleconsumptionaspartofahealthylifestyleforvastmajorityofconsumers;drinkingshoulddonewithmoderation.Tomaintain consumer confidence,it isin the interest of the brewingindustry to ensure that its commercial communications are properlyregulated,sothattheyareseentobelegal,decent,honest,truthfulandsociallyacceptable.


5/24

5

ii. Scpul

Scopul acestor reguli de comunicare comercial privind berea estes asigure respectarea i implementarea coninutului lor i chiar smbunteasc dac i undeeste necesar comunicrile comerciale

astfelnctsnuofensezepubliculsauacesteaseapropiedelimitadintrecomunicrileadecvateiceleinadecvate.

Toatesite-urilewebalecorporaiiloricelelegatedemarc(brand)trebuiessoliciteconfirmareavrsteipepaginadestartisrefuzentotdeaunaaccesulcelorcarenuauvrstalegalpentruaachiziiadealcool.

Acestereguliseaplictuturorcanalelordecomunicarecomercialime-dia,inclusivcomunicriiprininternetimediadigitaldeoricefelcaresuntutilizatepentruatransmiteclienilorocomunicaredemarketingcuprivire la alcool

Dac nuexist nici o cerin legaln acest sens,n oricecomunicarecomercialdifuzatprinmijloacevideo,radio,materialetiprite,alteme-diideafiajstradalcarepermitinscripionarea,trebuieintrodusunmesajdeconsumresponsabil,oriundeestepotrivit.Deasemenea,trebuiein-seratunmesajdeconsumresponsabil[ipesuprafaaetichetelor.

III. Principii de baz

Comunicareacomercialtrebuie:

sfielegal,decent,onestiadevrat,conformndu-seprincipiiloracceptatealeconcureneiloialeibunelorpracticideafaceri; srespectetoatecerin]elelegislative[ireglementrilenvigoare; sfieconceputecusimulresponsabilitiisociale,al buneicredineionestitii;

ii. Scpe

Theaimoftheserulesoncommercialcommunicationforbeeristoensurecompliancewithandimplementationoftheletterofitandtoimproveifandwhereisneededcommercialcommunicationssoasnottooffend

ouraudienceorevencomeclosetocrossingthelinebetweenappropriateandinappropriatecommunications.

All corporate and brand-related websites should ask for confirmationofageonthehomepage,invitinguserstoentertheirdateofbirthandconsequentlyrefusingaccesstothosebelowthelegaldrinkingage.

These rules apply to all commercial communication channels and allmedia,includingtheinternetanddigitalmediaofanykindthatareusedtotransmitcommercialalcohol-relatedmarketingcommunicationtothecustomers.

Ifthereisnolegalrequirement,aresponsibleconsumptionmessagemustbe included in all commercial communication by using video, printedcommunications; othermediadisplaystreetwhich allow theinscription,whereverappropriate.Itisrecommendedstill,toinsertaresponsiblecon-sumptionmessageonproductslabelssurfacewhichallowthisinscription.

iii. Bsc prcples

Commercialcommunicationmust:

belegal,decent,honestandtruthful,conformingtoacceptedprinciplesoffaircompetitionandgoodbusinesspractice; complywithalllegislativeandregulatoryrequirementsinforce; bepreparedwithaduesenseofsocialresponsibilityandgoodfaithandfairness;


6/24

6

snucontravinprincipiiloretice,snuofensezesauscontestedem-nitateasauintegritateauman;persoanelenutrebuiesfieprezentatentr-unmoddegradant,caresiprivezededemnitate,saunsituaiincaresenjosescprinpropriulcom-portament;

sincontdesensibilitilelegatedecultur,sexireligie.

Asemenituturorcomunicrilorcomercialepromoiilelaberetrebuie:

sfientotdeaunadezvoltate,implementateiadministratecurespon-sabilitate; sfientotdeaunandeplinconformitateculegile,reglementrileicodurilenvigoare;

snufieniciodatadresateminorilor(persoanecarenuaumplinitvrstalegalpentruachiziiadealcool); snu ncurajezeniciodatcomportamentulviolent,agresiv,periculos,anti-socialsauilegal; snuncurajezeniciodatconsumuldealcooliconducereavehiculelorsauabuzuldealcool; snunjoseascniciodatniciungrupalsocietiiisnuofensezestandardeleacceptatedebungustidecen.

not beunethicalin any way orotherwiseoffend orimpugnhumandignityorintegrity; people should not be portrayed inways which degrade them anddeprivethemofdignity,orinsituationswheretheydegradethemselvesbytheirbehavior;

bemindfulofsensitivitiesrelatingtoculture,genderandreligion.

Likeallothercommercialcommunicationpromotionsshould:

alwaysbedeveloped,implementedandmanagedresponsibly;

always comply with applicable laws, regulations and self-regulatorycodes;

neverbeaimedatminorsorpeopleunderthelegalpurchasingage,ifhigher; never encourage violent, aggressive, dangerous, anti-social or illegalbehavior;neverencouragedrinkdrivingoralcoholmisuse;

neverdemeananygroupinsocietyoroffendacceptedstandardsoftasteanddecency.


7/24

7

note explicative

Geerale:

1. Scopuloricreicomunicri comercialetrebuiesfie promovareaunei

anumitemrci(brand)inuaefecteloralcoolului;

2. Legaliconformprincipiilorcompetiieionesteibunelorpracticideafacerinseamnctoatecomunicrilecomercialeartrebuisrespecteatt coninutul,ct i specificul tuturor regulilornaionale, regulamen-telor,legiloripracticilordeafaceri;

3. Definiiileaceeaceestedecentiacceptabilvariazdelaoculturlaalta,chiarintregrupuridevrst.Adesea,contextulestecelmaiimportant:formeledeadresarecearputeafiprivitecaofensatoaredeunpublicmainvrstpotfiprivitecaacceptabiledacsuntadresate

cugrijunuipublicmaitnr,cuvrstapestecealegalpentruachiziiadealcool;

4. Termenuldecentestedeasemeneastrnslegatdeconceptecumsuntviolenasaucomportamentulpericulos,lipsitdeeticiresponsabilitate.Acesteatrebuieevitatenpermanen,mpreuncufolosireanejustificatinjositoareaimagisticii,mesajelorialuziilordenatursexual;

5. Onest,adevrat,onestitateicubuncredinaulegturcuintegritateamesajelornoastre:nuartrebuisminimniciodatsaus

prezentmfapteneadevratedespreprodusulnostru;

6. Eticnseamncaciunilenoastretrebuiesrespectespecificulregulilorprivindcomunicareacomercialresponsabil.Nuesteeticsncercmsgsimportiedescpareimodalitideaevitaacesteregulisausacionmmpotrivaprincipiilormoralegeneralacceptate,chiardacastfeldeaciuninusuntinterzisenmodexpresdeacestereguli;

Explaatory otes

Geeral:

1. Thepurposeofanycommercialcommunicationshouldbetopromote

aparticularbrandandnottheeffectsofalcohol;

2. Legalandconformingtoprinciplesoffaircompetitionandgoodbusiness practice means that commercial communications shouldcomplywithboththeletterandspiritofallnationalrules,regulations,lawsandbusinesspractices;

3. Definitionsofwhatisdecentandacceptablevaryfromculturetoculture, evenbetween agegroups.The context is oftenall-important:treatmentswhichcouldbeconsideredoffensivebyanolderaudiencemaybeacceptableiftargetedcarefullyforayoungeraudienceabovethelegal

drinkingage;

4. Decent is also closely linked to concepts such as violence, ordangerous,unethicalorirresponsiblebehavior.Theseshouldbeavoidedatalltimesandsoshouldbegratuitousanddemeaninguseofsexualimagery,messagesandinnuendo;

5. Honest,truthful,fairnessandgoodfaithrelatetointegrityofourmessages:weshouldneverlieorpresentfactsaboutourproductthat

areuntrue;

6. Ethicalmeansthatouractionsmustbetruetothespiritofourrulesonresponsiblecommercialcommunication.Itisunethicaltotrytofindloopholesandwaysaroundtheserules,ortoactindefianceofgenerallyheldmoralprinciples,evenifsuchactionsarenotexpresslyprohibitedbytheserules;


8/24

8

7. Respectareademnitiiiintegritiiumanenseamncoameniinutrebuieniciodatprezentainmoddegradantsaupuissenjoseasc.

Promoii

Nimnuinutrebuiesiseinterzicparticiparealapromoiidincauzarasei,orientriisexuale,religieiiaparteneneipolitice.

1. Consumul responsabil de buturi alcoolice

1.1. Comunicareacomercialnuvaprezentainuvancurajaconsumulexcesivsauiresponsabildealcoolinicinuvaprezentaabstinenasaumoderaianmodnegativ.

1.2.Comunicareacomercialnuvaprezentapersoanenstaredeebrie-tate,nicinuvasugeranvreunmodcstareadeebrietate(beie)esteacceptabil.

1.3. Comunicarea comercial nu va ncuraja comportamentul violent,agresiv,periculossauantisocial (mbulzealasaudezordineapublic)sauoricelegturcumedicamenteleilegalesauculturadrogurilor.

7. Respectinghumandignityandintegritymeansthatpeopleshouldneverbeportrayedinadegradingwayoraskedtodegradethemselves.

Promotios

Nooneshouldbeprohibitedfromparticipatinginanypromotiononthebasisoftheirrace,sexualorientation,religionorpoliticalinclination.

1. Respsble drkg

1.1. Commercialcommunicationshallnotdepictorencourageexcessiveorirresponsibleconsumption,norpresentabstinenceormoderationinanegativeway.

1.2. Commercial communication will notportray individuals in a stateof intoxication or imply in any way that intoxication (drunkenness) isacceptable.

1.3. Commercialcommunicationshallnotencourageviolent,aggressive,dangerousorantisocialbehavior(crowdorpublicdisorder),oranyasso-ciationwithillegaldrugsordrugculture.


9/24

9

1.4.Comunicareacomercialnuvaincludeprezentareafemeilornsrcinateconsumndbereinuvafiadresatfemeilornsrcinate.

1.5. Comunicareacomercialnuvasugeraconsumuldeberensituaiicesuntprivitengeneralca iresponsabilesauinadecvate,cumarfi nainte

sauntimpulcondusuluimainii,lamuncsauntimpulpracticriispor-turilorcuexcepiaberiifralcool.

1.6.Comunicareacomercialnutrebuiessugerezebravurfizic,puteresauforcarezultatalconsumuluidebuturialcoolice.

1.7.Comunicareacomercialnuvancurajaconsumuliresponsabildebereprinvolum,duratntimpsaunvreunaltfel.

1.8. Comunicareacomercialnu va prezenta abstinena sau consumulmoderatntr-unmodnegativ.Existsituaiiimomentecndconsumul

debuturialcoolicepoatefinepotrivit,iarnoivomrespectantotdeaunaalegereaindividualdeanuconsumaalcool.

note explicative

Geerale

1.Snusencurajezeniciodatconsumulexcesivsauiresponsabilnseamnctoatecomunicrilenoastrenutrebuiesincurajezepeoamenisbeapeste

limitelesiguraneipersonalesaunmodantisocial.Consumatoriinu trebuieniciodatncurajai(saunutrebuiesliseprezintencomunicrilenoastre)sdepeasclimitelenormalealeconsumuluidealcoolsausbeacantitisufi-cientepentruaipierdeautocontrolul(snufieniciodatnfiatesausugera-tesituaiincareopersoanestesauurmeazsajungnstaredeebrietate).Snufieprezentatniciodatosituaiecaresugereazcocantitatemaredebereafostsauurmeazsfieconsumat.Sseverificentotdeaunacanumruldeberiprezentatsfienconcordancunumruldeconsumatoriprezeni.

1.4.Commercialcommunicationshallnotincludepregnantwomenshowndrinkingandshouldnotbedirectedtopregnantwomen.

1.5. Commercialcommunicationmaynotsuggestconsumptionofbeerundercircumstancesthataregenerallyregardedasirresponsibleorim-

proper,e.g.,proceedingorduringdriving,atworkorpracticingsportsexceptnonalcoholicbeer.

1.6. Commercialcommunicationmaynotsuggestphysicalprowess,pow-er,orstrengthasaresultofconsumingalcoholbeverages.

1.7. Commercial communication will not encourage irresponsible con-sumptionofbeer,eitherthroughvolume,timespanorinanyotherway.

1.8. Commercialcommunicationwillnotpresentabstinenceormodera-tionin a negativeway. There aresituationsor timeswhen consuming

alcoholbeveragesmaynotbeappropriate,andwewillalwaysrespectanindividualschoicenottodrink.

Explaatory otes

Geeral

1.Neverencouragingexcessiveorirresponsibleconsumptionmeansthatourcommunicationsmustnotencouragepeopletodrinkbeyond

safepersonallimitsorinananti-socialmanner.Consumersmustneverbeencouraged(orshownin ourcommunications)to exceedsensibledrinkingguidelinesordrinksufficientvolumestolosetheirself-control(nevershoworimplyasituationwheresomebodyis,orislikelytobe-come,intoxicated).Nevershowasituationwhichsuggeststhatalargequantityofbeerhasbeen,orisabouttobe,consumed.Alwaysmakesurethatthe amountofbeershownisappropriate tothenumberofdrinkerspresent.


10/24

10

2. Se accept prezentarea persoanelor care beau direct din sticl, darcomunicrilenoastrenutrebuiesimplicefaptulcosticlsauunpaharplinsuntbutedintr-osingurnghiitur.

3. Persoanelenu trebuie provocate s bea: trebuie s artm respect

abstineneiispromovmmoderaia.Persoanelecarealegsnucon-sumealcoolsaucarealegsconsumealcoolncantitilimitatenuvorfidiscreditate,ridiculizatesauprezentatentr-oluminnegativ-deexem-plu,cafiindmaipuinlamod.

4. Atleiiiactoriinuvorfiprezentaiconsumndbuturialcoolicenaintesauntimpulunuievenimentdeatletismsauavreuneialteaciunicarenecesit abiliti fiziceexcepionale, putere saufor, cu excepiaberiifralcool.

5. Sponsorizrilesportivengeneral,careprezintsiglei sloganurisuntacceptate,cucondiiasnusugerezecconsumuldealcoolcontribuielasuccesulnatletism,cuexcepiaberiifralcool.

6. Consumulresponsabildealcoolpresupunedeasemeneaconsumulncondiiidesiguran.Niciodatnuvorfiprezentatepersoaneconsumndalcoolatuncicndesteriscantsofac.Dincolodeconsumuldealcoolasociatcuconducereaautovehiculelor,altesituaiiriscantesunt:utilizarea

2. Showingpeopledrinkingfromthebottleisacceptable,butourcommu-nicationsmustnotimplythatabottleorthefullglassisdownedinone.

3. Peopleshouldnotbechallengedtodrink:wemustshowrespectfor

abstinenceandpromotemoderation.Peoplewhochoosenottodrinkorwho drinklimited amounts,shouldnot bedisparaged,ridiculed orportrayedinanegativelightforexampleuncool.

4. Athletesandactorsmaynotbeshownconsumingalcoholicbeveragesbeforeorduringanyathleticeventorotherendeavorrequiringexcep-tionalphysicalability,powerorstrength,exceptnonalcoholicbeer.

5. Generalsportssponsorshipsthat featuresbrandlogosorslogansareacceptableaslongasthereisnosuggestionthatalcoholconsumptioncontributestoathleticsuccess,exceptnonalcoholicbeer.

6. Responsibleconsumptionalsomeansdrinkingincircumstancesthataresafe.Nevershowpeopledrinkinginsituationswhereitisunsafetodoso.Thisgoesfurtherthandrinking and driving: handling anysortofmachinery,ormountaineeringorrock-climbing,usingaboat


11/24

11

oricrormecanisme,excursiilemontaneialpinismul,manipulareauneibrcisauaunuijet-ski,chiarinotuletc.

n ceea ce privete promoiile

Promoiilenutrebuiessereferelaconcursuridebutcencurajeazconsumulexcesivsauiresponsabildealcool.Activitilepromoionalesaumesajelenutrebuiesncurajezeniciodatconsumatoriisiapartelaactivitiriscantesaupotenialpericuloase.Activitilepromoionaleceimplicdegustareavorfievitatenbenzinrii,cuexcepiaberiifralcoolNiciopromoiesaumaterialpromoionalnuvancurajaconsumulires-ponsabil sau abuziv de alcool

Dac una dintre activitile prezentate lapunctul6, demaisus,esteinclusnpublicitate,esteimportantsfiestabilitfaptulcconsumuldealcoolesterealizatDUPceactivitatearespectivs-ancheiatilafelde

importantestesfieindicatfaptulcactivitateanuvafireluatdupceconsumuldealcoolaavutloc.

orajet-ski,evenswimming,etc.

Regardig promotios

Promotions should not refer to drinking games that encourageexcessiveorirresponsibleconsumption. Promotionalactivitiesandmessagesshouldneverencourageconsumerstoengageinriskyorpotentiallydangerousactivity. Promotionalactivitiesimplyingtastingshallbeavoidedinpetrolstations,exceptnonalcoholicbeer.Allpromotionsandpromotionalmaterialsmustnotencourageirrespon-sibleconsumptionormisuseofalcohol. Ifoneoftheactivitiespresentedat1.6isfeaturedinadvertising,itisimportanttoestablishthatthedrinkingisdoneAFTERtheactivityhasfinishedand, equally importantly, that the activity is not about to be

resumedafterdrinking.


12/24

12

2. Mr

2.1. Comunicarea comercialnu va fi realizatpentru a fi direcionatctre persoanele sub vrsta minim legal pentru achiziia de alcool(respectiv18ani).

2.2. Comunicareacomercialnuvaprezentapersoaneconsumndberedacacesteanusunt,acioneazipar,nlimiterezonabile,aaveapestevrstade25deani.

2.3. Comunicareacomercialnuvafidirecionatnmodspecificctreminoriinicinuvaprezentaminoriceconsumbere.

2.4. Comunicareacomercialnuvapromovabereanmediilede comu-nicaretiprite(ziare,reviste),programesauevenimentealecrorpublic

majoritarsetiecestereprezentatdeminori.(Acoloundeesteposibil,sevorcutacifrele/dateleprivindaudienadinmedia.)

2.5. Comunicarea comercialn timpul difuzrilormedia (TV, radiosaucinema)carepotaveaaudienaformatdinmaimultde25%minori,vaapreadoarduporeledinprime-time(astfelcumestedefinitdectrelegislaianaionalnvigoare).

2. Uerge

2.1.Commercialcommunicationshallnotbeprimarilyintendedtoappealtopersonsbelownationalpurchasingage(i.e.18yearsold).

2.2. Commercial communication shall not show any people drinking,unlesstheyare,actandreasonablyappeartobeover25yearsold.

2.3. Commercialcommunicationshallnotbespecificallyaimedatminorsorshowminorsconsumingbeer.

2.4. Commercialcommunicationshallnotpromotebeerinprintmedia(newspapers,magazines),programsoreventswherethemajorityofthe

audiencesareknowntobeminors.(Wherepossible,audiencefigures/datafromthemediawillbesought.)

2.5. Commercialcommunicationduringbroadcastmedia(TV,radioandcinema)thatmayhaveanunderageaudienceofmorethan25%,willappearonlyafterprimetimehours(asdefinedbytheinforcenationallegislation).


13/24

13

2.6. Comunicareacomercialcumarfipanourile,postereledinstaiiledeautobuzetc.nuva fiamplasatnapropiereainraza colilor,liceelor,grdinielor,locurilordejoac,lcaedecultsaunaltelocurifolositenspecial depersoaneaflate sub vrsta lacareestepermisconsumul dealcoolpeoraz`de150m.

2.7. Comunicareacomercialprecumlogo-ulsaudenumireacomercialam`rcii(brand-ului)nuvafiautorizatpentruafifolositpematerialesaumrfuri(produse)ceurmeazafifolositenprimulrnddepersoanecesuntsublimitalegaldevrstpentruachiziiadealcool.

2.8. Site-urileweblegatedeberevordispunedeunfiltruactiv,carevaverificavrstalegalpentruachiziiadealcoolafiecruiutilizatorivainterziceaccesulcelorcarenuaumplinitvrstalegalpentruachiziiadealcooli,deasemenea,vorincludeunmesajcuprivirelaconsumulresponsabil

note explicative

Geerale

1. Comunicareacomercialnuvafaceuzdeobiecte,imagini,simboluri,muzic,personajefictivesaurealecaresuntatractivenspecialpentruminori;

2. Comunicareacomercialnuvafaceuzdemrcifamiliare,nume,sigle,jocuri,echipamentepentrujocurisauoricealtearticolecaresuntatractivenspecialpentruminori;

3. Pentrupublicitateacinematografic,clasificareafilmuluireprezintdoaroliniedirectoare(setiec70%dinpublicsuntpersoanepeste18ani).

2.6.Commercialcommunicationsuchasbillboards,busshelterpostersetcshallnotbeplacedincloseproximityandwithinclearviewofaschool,high-schools,kindergarten,playground,worshipplacesorothersiteusedprimarilyforchildrenpersonsbelownationaldrinkingageonaradiusof150m.

2.7. Commercialcommunicationsuchasbrandlogo,ortrademark,shallnotbelicensedforuseonmaterialsormerchandisingforuseprimarilybypersonsbelowthelegalpurchasingage.

2.8. Beerrelatedwebsiteswillhaveanactivefilterthatverifiesthelegaldrinkingageofanyuserandrefusestheaccessforthoseunderthelegaldrinkingage,andwillcarryaresponsibleusemessage.

Explaatory otes

Geeral

1. Incommercialcommunicationit shouldbe notusedobjects,images,symbols,music,fictionscharactersorrealfiguresthatappealprimarilytominors;

2. Commercialcommunicationmustnotusefamiliarbrands,forexamplenames, logos, games, games equipment or other items, that appealprimarilytominors;

3. Forcinemaadvertisingthegivenbylocalfilmclassificationisonlyaguideline(70%oftheaudienceareknowntobepeopleolderthen18years).


14/24

14


Niciopromoienuvafiadresatpersoanelorcarenuaumplinitvrstalegalpentruachiziiadealcool;Coninutulmaterialeloriactivitilorpromoionalenuvafiadresatn

principalpersoanelorsubvrstalegaldecumprare;Vor fi fcute toate demersurile necesarepentru capromoiile snungduiedegustareapentruceicarenuaumplinitvrstalegalpentruachiziiadealcool.Personaluldepromoievafi instruitsnuserveasc/srefuzeservireamostrelorctrepersoanecarenuaumplinitaceastlimit`devrst`.

Internetul i tehnologiile aferente

nceeacepriveteanunurile(reclamele)pe internet,mesajelepetele-

fonulmobil,site-urileinternet,coninutulacestoraitehnologiileaferente,acesteavorficonceputepentruaduli.Site-urilewebalecompaniiloriceledestinatemrcilor,alepromoiilorialeterelorprisevorsupuneaceloraireguli.Coninutulcarearputeaatrageminorinmodspecialtrebuieevitat. Toatesite-urilemrcilortrebuiesspecificeclarcestepermisnumaiac-cesulpersoanelorcareaumplinitvrstalegaldecumprareicnuestepermisaccesulcelorcarenuaumplinit18ani.nvedereaacestuilucruvorfiinstalatefiltreactivepefiecaresitedemarc.

Regardig promotios:

Nopromotionsmay bedirectedto personsunder the legal drinkingage; Thecontentofpromotionalmaterialsandactivitiesshouldnotappeal

primarilytopeopleunderthelegalpurchasingage;Allreasonable stepsshould bemade toensure that promotionswillnotallowsamplingforanyonebelowthelegaldrinkingage.Promotionsstaffwillbetrainednottoserve/torefusetoservesamplestounderageindividuals

Regarding internet & related Technologies

Internetads,smsmessagingandinternetsites,theircontentandrelated

technologiesshouldbedesignedforadults.Aswellasthecompanyandbrandwebsites,promotionsonthirdpartywebsitesmustalsocomplywiththeserules.Contentthatmaybeespeciallyattractivetominorsmustbe avoided

Allbrandinternetsitesmuststateclearlythatentryisrestrictedtopeopletopeopleoverthelegalpurchasingageandprohibitedtoanyoneyoungerthen18years. Toensure this,active filters shallbe installedon brandsites.


15/24

15

3. Cusul

3.1. Comunicareacomercialnutrebuieniciodatsasocieze,directsauindirect,consumuldeberecuaciuneadeaconducevehiculedeoricetip.

3.2. Comunicarea comercialnuva nfia i nuva ncuraja niciodatconsumuldeberentimpulsaunainteaconduceriiautovehiculelordeoricefelinclusivabrcilordevitez,jet-ski-urilor,snowmobilelorsauaparatelordezbor.

3.3. Daccomunicareacomercialprezintunindividcareajungelaope-treceresauconduceunvehiculnaintedeaintrantr-unbar,trebuiesfiefoarteclarfcutfaptulcpersoanarespectivnuvaconduceulterior.

note explicative

Geerale

1. Sponsorizareatransportuluipubliciataxiurilorestepermis.

2. Expunereamrcilorpecamioaneialtevehicule(utilizatenscopco-mercial)estepermis.

3. n cazul n care comunicarea comercial prezint o persoan care

sosetelaopetreceresauconduceunautomobilnaintedeaintrantr-unbar,trebuiesfiefoarteclarfcutfaptulcpersoanarespectivnuvaconduceulterior.


Este recomandato vigilen deosebit n ceea cepriveteparticipareala promoii a consumatorilor care ar putea conduce dup desfurarea

3. drvg

3.1. Commercialcommunicationshouldnotdirectlyorindirectlyassociateconsumptionofbeerwiththeactofdrivingvehiclesofanykind.

3.2. Commercialcommunicationsmustneverdepictorencouragecon-sumptionofbeerwhileorpriortodrivingmotorvehiclesofanykindincludingspeedboats,jet-skis,snowmobilesoraircraft.

3.3. Ifcommercialcommunicationfeaturesanindividualarrivingatapartyordrivingavehiclebeforeenteringabar,itmustbemadeclearthatthispersonwillnotbedrivinglater.

Explaatory otes

Geeral

1. Sponsorshipofpublictransportandtaxisispermitted.

2. Thebrandingofthetrucksandothermotorvehicles(usedforcommer-cialpurpose)ispermitted.

3. Ifcommercialcommunicationfeaturesanindividualarrivingataparty

ordrivingavehiclebeforeenteringabar,itmustbemadeclearthatthispersonwillnotbedrivinglater.

Regardig promotios:

Itisrecommendedtobeparticularlyvigilantaboutparticipationofcon-sumerswhomaydrivefollowingpromotional activities forexample,


16/24

16

activitilorpromoionaledeexemplu,dupodegustarelasupermarketsauncazulncareacesteactivitiaulocnlocaiilegatedeconducereaautovehi-culelorcumarfirestaurantelesaumagazineledepemargineaoselelor; Serecomandafiareaunuimesajdetipulnuconsumaialcoollavo-lansaunuconduceidupceaiconsumatalcool.Excepiefaceberea

fralcool.

4. Armaiile despre sntate i despre coninutul de alcool

4.1. Comunicareacomercialnuvacreanicioconfuziesaunenelegereprivindnaturaitriaberii.

4.2.Comunicareacomercialnuvafolositriacrescutsausczutaberii

caicalitatepozitivaberii.

4.3.Comunicareacomercialnuvaimplicafaptulcabuzulpoatefievitatprinconsumuldeberecuconinutsczutdealcool.

4.4. Comunicareacomercialnu ivaatribuiberiiproprietateadeapre-veni,tratasauvindecaoboalaoamenilor,nicinuvafiasociatinicinuvafacereferirelaoastfeldeproprietate.

aftera supermarkettasting,or incaseswhenit istakingplaceat thevenuescloselylinkedwithdriving forexamplehighwayrestaurantsorstores; Itisrecommendedtheexposureofadontdrinkanddriveordontdriveafterdrinkingmessage.Exceptnon-alcoholicbeer.

4. Health claims and alcohol content

4.1. Commercialcommunicationshallnotcreateanyconfusionormisun-derstandingastothenatureandstrengthofbeer.

4.2. Commercial communication shall not use high or low alcoholic

strengthasapositivequalityofthebeer.

4.3.Commercialcommunicationshallnotimplythatabusecanbeavoidedbyconsumingbeerwithlowalcoholicstrength.

4.4. Commercialcommunicationshallnotattributebeerthepropertyofpreventing,treatingorcuringahumandisease;associateorevenrefertosuchproperty.


17/24

17

4.5. Comunicareacomercialnuvasugeracbuturilealcooliceartrebuiconsumatepentrupotenialebeneficiidesntate.

4.6.Comunicareacomercialnutrebuieniciodatspretindcbereaarecalititerapeuticesaucesteunstimulent,sedativsauometoddearezolvaconflictelepersonale.

4.7. Comunicareacomercialpoateincludeinformaiifactuale,cumsuntconinutuldecaloriisaucarbohidrai,cucondiiacaacesteasnufieaso-ciateunorafirmatiiprivindbeneficiiasuprasntii.

4.8. Comunicareacomercialnutrebuies`asociezebereacustareadegraviditatesausseadresezenvreunfelfemeilornsrcinate.

4.9. Comunicareacomercialtrebuiesseasigureasuprafaptuluicam-balajele,materialeledemarketing,precumipublicitateapentruversiunile

deberecualcoolifralcoolsuntevidentdiferiteidistincte.

5. Succesul social i sexual

5.1. Comunicareacomercialnuvacreaimpresiacconsumuldeberesporetesaureprezintocondiieaacceptriisociale,succesuluisocialsauseducieisauspromovezesauexploatezeindulgenasexualsaupermisivitateasausprezintenuditatea.

5.2. Comunicareacomercialnuva sugeracconsumuldealcoolpoatenlturainhibiiiledenatursexual.

5.3. Comunicareacomercialnuvacreaimagineaberiicametoddearezolvaproblemelevieiidefiecarezi.

5.4.Comunicareacomercialnuvafacediscriminrintrepersoaneledeoricesex.

4.5. Commercialcommunicationmaynotsuggestthatalcoholbeveragesshouldbeconsumedforpotentialnethealthbenefits.

4.6. Commercialcommunicationmustneverclaimthatbeerhasthera-peuticqualitiesorthatitisastimulant,sedativeormeansofresolvingpersonalconflicts.

4.7. Commercial communicationmay include factual information suchascalorieorcarbohydratecontentsolongasitisnotlinkedtohealthbenefitsclaim.

4.8. Commercialcommunicationmustnever associatebeerwithpreg-nancyortargetcommunicationsatpregnantwomen.

4.9. Commercial communication must always ensure that packaging,marketingmaterialsaswellasadvertisingforalcoholicandnon-alcoholic

versionsofabeerarerecognizablydifferentanddistinctive.

5. Scl & Sexul Success

5.1. Commercialcommunicationshallnotcreatetheimpressionthattheconsumptionofbeerenhancesorisaprerequisiteforsocialacceptanceorsocialsuccess,sexualsuccessorseduction,orpromoteorexploitsexualindulgenceorpermissivenessorportraynudity.

5.2. Commercial communication should not suggest thatdrinking canremovesexualinhibitions.

5.3. Commercialcommunicationshallnotcreateanimageofbeerasameanstoovercomeproblemsofeverydaylife.

5.4. Commercialcommunicationshouldnotbediscriminatoryforanysex.


18/24

18

note explicative

Geerale

1. Esteperfectacceptabilsseprezintepersoaneatractivesauscenen

carebrbaiiifemeilesocializeaz.

2. mbrcminteaicaracterulsuoportunvorfintotdeaunaevaluatencontextulncareapar(deexemplupersoanelecepoartcostumedebaielngpiscinsaupeplajsuntpedeplinacceptabile).

3. Succesulsocialnseamnctigareaunuistatutsubformapromovrii,bogiei, prietenilor, posesiunilor i popularitii precum i atragereaadmiraieisaurecunoateriimeritelordinparteaoamenilor.

4. ngeneral,termenuldesuccessexualestedeschisunuinumrdeinterpretridiferiteicarenuseexcludreciprocntotdeauna,darconformsensuluipecarei-ldmnoi,comunicareacomercialnutrebuie: sprezintebereacaajutorpentruaseduce; sprezintebutulberiicapreludiualactivitilorsexuale; sprezintebereacaaccesoriupentruactivitiisexuale.

Explaatory otes

Geeral

1. Showing attractive people or featuring scenes in which men and

womensocializeisentirelyacceptable.

2. Clothinganditsappropriatenesswillalwaysbejudgedincontextinwhichitisshown(forexampleshowingpeoplewearingswimmingsuitsbythepooloronthebeach).

3. Socialsuccessmeansgainingstatusintheformofpromotion,wealth,friends, possessions and popularity as well as gaining other peoplesadmirationorrecognitionofonesachievements.

4. Generallythetermsexualsuccessisopentoa numberofdifferentandnotalwaysmutuallyexclusiveinterpretations,butinourunderstand-ingcommercialcommunicationshouldnot: presentbeerasanaidtoseduction; portraydrinkingbeerasapreludetosexualactivities; presentbeerasanaccessorytosexualactivity.


19/24

19

6. Asociere cu activiti periculoase

Comunicareacomercialnu va asocia consumul cu operarea utilajelorpotenialpericuloasesaucudesfurareaactivitilorpotenialpericuloaseinuvaprezentaconsumulnaintesauntimpulactivitilorsaunlocaiilecesuntpotenialpericuloase.

7. Msre grue

Samplingulnseamnoferireactreclieniauneiexperienepozitiveamrcii(brand-ului),careifacesdoreascscumpereprodusul.Dacseoferoricruiclientmaimultdeunpahardebutur,acestlucruarputeafiinterpretatcancurajareaconsumuluiiresponsabildealcool.

Distribuireademostregratuitetrebuiesrespecteurmtoarelereguli:mostrelegratuitenusepotoferiminorilor(persoanelorcarenuauvrstalegalpentruaachiziionaalcool),chiardacpriniiidauacordul; bereapoatefioferitgratuitnumainzonedestinateospitalitii;mostreletrebuiesfienumaiomsur(ounitatestandarddemaximum50cl,caretrebuieconsumatlaloculncares-afcutdistribuirea); fiecarepersoancaredegustomostrtrebuieinformatdesprefaptulcaceastaconinealcool,precumicuprivirelaconcentraiadealcool;ncazul ncaremostranuesteconsumatlapunctuldedistribuie,ceicareoprimesctrebuiesfieinformaicmostraestedestinatnexclu-sivitateconsumuluiacestora,cnuartrebuisoconsumenaintedeaconduceicnutrebuiesoofereminorilor.

6. Association with Hazardous Activities

Commercial communication shall not associate consumption with theoperationofpotentiallydangerousmachineryorwiththeperformanceofpotentiallyhazardousactivities,portraytheactofconsumptionpriortoorduringactivitiesorinlocationswhicharepotentiallyhazardous.

7. Free smples

Samplingisaboutofferingconsumersapositivebrandexperiencethatmakesthemwanttobuytheproduct.Offeringanyconsumermorethanonedrinkcouldbeinterpretedasencouragingirresponsibledrinking.

Thedistributionoffreesamplesissubjecttothefollowingrules Freesamplesmaynotbeofferedtominors(underlegalpurchasingagepeople)evenwithparentalconsent; Freebeermayonlybeofferedindesignatedhospitalityareas; Samplesmustconsistinonemeasureonly(standardunitof50cl,whichmustbeconsumedatdistributionpoint); Ifanyonetastingasamplemustbewarnedthatthesamplecontainsalcoholandprovidedwithinformationaboutitsstrength; Ifthesampleisnotconsumedatthepointofdistributionrecipientsmustbeadvisedthatitisfortheirconsumptiononlyandthattheyshouldnotconsumeitbeforedrivingorgiveittominors.


20/24

20

8. Respectare i control

8.1. ToimembriiasociaieiBerariiRomniei(BR)seobligsrespectetoatereguliledemaisus.

8.2. Fiecaremembruareobligaiadeaseasiguracangajaiisi,implicaintoate comunicrilecomerciale,respectCoduli cacestCod devineo parte integrant a procesului de aprobare pentruorice comunicarecomercial.

8.3. RespectareaCoduluitrebuieasigurat,deasemenea,caicondiieanterioarncredinriiafacerilorctre:-Ageniiledepublicitate;-Societiledecercetridemarketing;-Ageniiicumprtoridemedia;-Aliconsultaniialteageniiexterne.

8. Cmplce crl

8.1. AllBrewersofRomaniamemberscommitthemselvestofollowalloftheaboverules.

8.2. Itistheresponsibilityofeachmembertoensurethattheiremployeesinvolved in all commercialcommunication, complywiththe CodeandthattheCodebecomesanintegralpartoftheapprovalprocessforanycommercialcommunication.

8.3. Compliancemustalsobesecuredasapre-requisitewhenwardingbusinessto:-Advertisingagencies;-Marketresearchcompanies;-Agenciesandmediabuyers;-Otherexternalconsultantsandagencies.


21/24

21

9. Mrzre plgerlr

9.1.Oricine(persoanfizic,persoanjuridicsauentitateaStatului)poatesesizaConsiliulRomnpentruPublicitateprivindocomunicarecomercialprinformulareauneisesizriscrisereferitoarelaactivitateaoricruimem-brualAsociaieiBerariiRomniei.Aceastsesizareva fitrimisdirectctreConsiliulRomnpentruPublicitate,nateniapreedintelui,ocopiec`tresecretarulexecutiv[i,eventual,ocopiectreDirectorulGeneralalAsociaieiBerariiRomniei.

9.2. SecretarulexecutivalConsiliuluiRomnpentruPublicitatesauDirec-torulGeneralalAsociaieiBerariiRomnieilvainformapemembrulAsociaieireferitorlaactivitateacruiaafostdepussesizarea.

9.3. SesizareavafianalizatdectreunComitetEticalConsiliuluiRomnpentruPublicitate,conformCoduluideComunicareComercialalConsi-

liuluiRomnpentruPublicitate.

9.4. PentrucacestCodesterecunoscutdemembriiAsociaieiBerariiRomniei,deciziaComitetuluiEticvafirespectat.

9.5. ncepndcu datade1iulie2009,AsociaiaBerariiRomniei,pebazainformaiilorfurnizatedectreConsiliulRomnpentruPublicitate,vantocmi2rapoartesemestriale(\ndecembrie[iiunie)cevorvizasesizriledepuse.Cele2rapoartevorfipublicatentermendemaximum15zile,delasfritulfiecruisemestru.

9.6. |ntresite-ul AsociaieiBerariiRomnieii celal Consiliului Romnpentru Publicitate trebuie s existe o legatur , astfel nct cei careacceseazsite-ulAsociaieisaibposibilitatea,ncazulncareobservneregulintr-ocomunicarecomercial,sdepunistrimitosesizarecuajutorulformularelorexistentepesite.

9. Monitoring of compliances

9.1. Anyone(individual,legalpersonorentityoftheState)mayrefertotheRomanianAdvertisingCouncilonacommercialcommunicationbysubmittingawrittenintimationagainstanymemberoftheBrewersofRomaniaAssociation.ThisintimationwillbesentdirectlytotheRomanianAdvertisingCouncil,inattentionofthepresident,copytotheexecutivesecretaryand, possibly, a copy totheGeneralManagerofBrewersofRomaniaAssociation.

9.2. TheExecutiveSecretaryoftheRomanianAdvertisingCouncilortheGeneralManageroftheBrewersofRomaniaAssociationshallinformthememberassociationagainstwhomthecomplaintwasmade.

9.3. The complaintwillbe analyzedand judged bytheRomanianAd-vertisingCouncilEthicalCommitteebasedontheCodeofCommercial

CommunicationsofRomanianAdvertisingCouncil.

9.4. AstheCodeisrecognizedbytheMembersoftheBrewersofRoma-nia,consequentlythedecisionoftheEthicalCommitteeistobeapplied.

9.5. Startingwith1stofJuly2009BrewersofRomaniaAssociation,basedoninformationprovidedbytheRomanianAdvertisingCouncil,willdraw2half-yearlyreports(inDecemberandJune)whichwillcovercomplaintsmade.The2reportswillbepublishednolaterthan15daysfromtheendofeachsemester.

9.6. BetweentheBrewersofRomaniaAssociationswebsiteandthatoftheRomanianAdvertisingCouncilmustbeaconnection,sothatthosewhoaccessthewebsiteoftheAssociationbeable,ifthereareirregu-laritiesobservedinacommercialcommunication,tomakeandsendacomplaintwiththeformsonthesite.


22/24

22

10. auseszre

10.1. AsociaiaBerariiRomnieisepoateautosesizareferitorlapracticiexistentepepia]`care\ncalc`prevederileCoduluidecomunicarecomer-cial`,printr-unuldinmembriiComitetuluideReglementare.

10.2. AutosesizareasepoateconstituiatuncicndunuldintremembriiComitetuluideReglementareaducelacunotin\nscris,printr-ocomu-nicareelectronic`,celorlalimembriaiComitetuluidespreoposibil`ne-respectareaCoduluinceeaceprivetecomunicareacomercial.

10.3.AutosesizareavafidezbtutncadruledinelorComitetuluideRe-glementare,deciziafinalfiindluatprinmajoritateavoturilorexistente.

10.4.ncazulncare,\nurmaautosesiz`rii,ComitetuldeReglementa-reconstat`o\nc`lcareaCoduluidecomunicarecomercial`,DirectorulExecutivalAsociatieiBerariiRomnieivaaduce\nscrisacestfaptlacuno[tin]amembruluiAsocia]ieicarea\nc`lcatCodul[inecesitateadeacorectaac]iunea\ntreprins`.

10.5. |n cazul \ncaremembrulAsocia]iei carea \nc`lcatCodul, refuz s`\[icorectezecomunicarea,autosesizareavafi trimisctreConsiliulRomnpentruPublicitatepentruafianalizatdectreComitetulEticalConsiliului.

10. Self complaint

10.1. Brewers of Romania Association may self complain on existingmarketpracticeswhichbreaktheCommercialCodeofCommunicationbyamemberoftheRegulatoryCommittee.

10.2. TheselfcomplaintcanbewhenoneoftheRegulatoryCommitteemembersmakeinformedinwriting,byelectroniccommunication,other members of the Committee about a possible failure of the Code inrelationtocommercialcommunication.

10.3. TheselfcomplaintwillbediscussedattheRegulatoryCommitteemeetings,thefinaldecisionbeingtakenbytheexistingmajority.

10.4. Incasethat,followingtheselfcomplaint,theRegulatoryCommitteefoundafailureoftheCommercialCodeofCommunication,theExecutiveDirectoroftheBrewersofRomaniaAssociationwillprovideinwritingtothemembersofthisAssociationthatbroketheCodeandneedtocorrecttheaction.

10.5. IftheAssociationmember,whohasviolatedtheCode,refusestocorrecttheircommunication,theselfcomplaintwillbesenttotheRomanianAdver-tisingCounciltobeconsideredbytheEthicsCommitteeoftheCouncil.


23/24

23

11. Dispoziii generale

11.1.Coduldevinesubiectalmodificrilorlarecomandareamembrilor,cuaprobareaAdunriiGeneraleaConsiliuluiRomnpentruPublicitate,celpuinodatpean.

11.2 ComitetuldeReglementareal AsociaieiBerariiRomnieisupra-vegheazproceduriledemodificareaCoduluiielaboreazformafinalaacestuia,coroborndtoateeventualelesugestiidemodificareaprobatedeAdunareaGeneralaConsiliuluiRomnpentruPublicitate.

11.3. MembriiAsociaieiBerariiRomnieitrebuiesaccepteCodulnntregime,sacionezenconformitatecuacesta,slrespecteisfientotalitateresponsabilipentruaciunilelor,potrivitprevederilorCodului.

11.4. O versiune a Codului se gsete pe site-ul Asociaiei, dar i pe

site-urilecompaniilormembrealeAsociaieiBerariiRomniei.

11. Geerl Prvss

11.1. The Code is subject to changes at the recommendation of themembers, with the approval of the Romanian Advertising CouncilsGeneralAssembly,atleastonceayear.

11.2. TheRegulatoryCommitteeoftheBrewersofRomaniaAssociationoversees theprocedures foramendingthe Codeand preparesits finalform, corroborating all suggestions for amendments approved by theRomanianAdvertisingCouncilsGeneralAssembly.

11.3. ThemembersofBrewersofRomaniaAssociationmustaccepttheCodeinfull,toactaccordingtoit,toobserveandtobefullyresponsiblefortheiractions,undertheprovisionsoftheCode.

11.4.AversionoftheCodeisfoundonthewebsiteoftheAssociationbut

alsothesiteofatleastoneofthemembersoftheBrewersofRomaniaAssociation.


24/24

Str. Potera[i nr. 10, sector 4, Bucure[ti

Tel: +40 21 317 29 77; Fax: +40 21 317 29 85

[email protected]

Documents

0110 UC Commercial Communication Code