0110 UC Commercial Communication Code
Transcript of 0110 UC Commercial Communication Code
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Regulile de ComuniCaRe ComeRCial
Responsabil pRivind beRea
Rules on Responsible CommeRCial
CommuniCation foR beeR
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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
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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.
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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;
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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.
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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;
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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.
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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.
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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
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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.
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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).
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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).
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n ceea ce privete promoiile
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.
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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.
n ceea ce privete promoiile
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,
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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.
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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.
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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.
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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.
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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.
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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.
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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.
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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.
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Str. Potera[i nr. 10, sector 4, Bucure[ti
Tel: +40 21 317 29 77; Fax: +40 21 317 29 85