Report and Accounts 1999 / 2000 - Carlsberg Group

Group Staff Functions
29
constructive dialogue with authorities and interest
groups regarding the alcohol policy’s goals and
instruments. It is also worth mentioning that The
Amsterdam Group, in co-operation with i.a. the
European Brewers’ Association, has prepared international
voluntary guidelines for the marketing
of alcohol products. In Denmark, voluntary guidelines
have been agreed with the authorities and an
enforcement council has been established.
Marketing is a competitive necessity for Carlsberg’s
brands, but the marketing activities must
never breach current legislation and regulations
in the markets, where Carlsberg operates. That is
why Carlsberg has introduced strict rules and
procedures for approval of marketing initiatives.
Those rules ensure that Carlsberg’s marketing
campaigns do not encourage irresponsible consumption
and are not aimed at groups at risk, in
particular young people.
Carlsberg’s alcohol policy:
Carlsberg stresses that beer is a low-alcohol
product, which is compatible with a healthy
lifestyle and should be enjoyed in a responsible
manner. However, Carlsberg acknowledges the
fact that extreme and excessive consumption of
our beer products may have adverse personal,
social and health consequences.
Carlsberg recommends that consumers enjoy
beer in a sensible manner and rejects abuse.
Carlsberg will not actively market beer products
to children and young people.
Carlsberg urges consumers to avoid drinkdriving.
Carlsberg aims at carrying out responsible sales
and marketing activities in accordance with
current national and international guidelines and
applicable legislation in the individual markets.
Carlsberg supports specific activities to promote
sound beer culture and limit alcohol abuse and
related damages.