Vital to SAB’s strategy is a thorough review of the company’s marketing practices, which includes regular independent evaluation.
Responding to concerns raised by communities around the density of billboards, particularly in areas with high poverty rates and high rates of foetal alcohol syndrome (FAS), we’ve renewed our commitment to removing and/or reducing billboard advertising from areas like these.
We’ve also boosted the prominence of our responsible alcohol message on advertising in line with the recommendations of the Industry Association for Responsible Use of Alcohol (ARA).
Tighter industry advertising regulations
Internally, a number of years ago we instituted an evaluation process where our marketing programmes are scrutinized on a regular basis to ensure we comply with our stringent code of commercial communication (in line with the ARA recommendations) – we have employed the assistance of an independent external expert to be the deciding judge.
Encouraged by the response of our stakeholders and the support we’ve received from our industry counterparts through the ARA, we know that what we are doing is meaningful.
Respecting non-drinkers and minors
We respect the choice of non-drinkers and are committed to not exerting any form of pressure or influence to alter individual choice. We will also not engage in practices that can be construed in any way as driving the recruitment of those below the legal drinking age.
These issues have been policy in our business for some time and we hold ourselves to stringent account where these are concerned.