Dealing with alcohol-related problems

Global Marketing Code for Responsible Drinking

As a global organization that produces and sells beer, wine and spirits, the Kirin Group believes that it is our social responsibility to contribute to tackling problems caused by the harmful use of alcohol and to promote responsible drinking via company messages and our brands at all times to realize an enriched society.
We place the greatest emphasis on strengthening and complying with voluntary and/or co-regulatory standards for marketing, and on raising awareness of responsible drinking.

This Code is a commitment by the Kirin Group to be responsible in all marketing activities to promote responsible drinking, to conduct its business to consistently high standards and to respect local and national contexts.

This Code applies to all employees and partners involved in the Kirin Group's marketing and promotional activities for, and encompasses all forms of brand marketing, advertising, brand communications and promotional activities, including digital, regardless of channel or media. The Kirin Group will be respectful in its standards and measures according to the local social norms and customs.

The Kirin Group's marketing activities will be conducted respectful of the following principles:

Laws & Ethics

We will comply with the standards, policies and laws of each country and region. In addition, we will always conduct marketing activities with integrity and decency based on high standards of business ethics.

Social Norms

1. We will not depict or suggest violent, aggressive, or antisocial behavior.
2. We will not use abusive or obscene language.
3. We will not use expressions that distort the truth or slander other companies’ products.

Product Labeling

1. Pregnancy Warning Label
   All of our alcohol product labels have words or symbols that warn against drinking during pregnancy.
2. Not for Minors Label
   All of our alcohol product labels have words or symbols that warn against drinking by those under the legal drinking age.
3. Non-alcoholic Products
   Non-alcoholic products are intended for people of legal drinking age, and we will include the same “not for minors” label to indicate this. Our non-alcoholic products are clearly labeled as non-alcoholic to distinguish them from alcoholic products.

Responsible Advertising and Marketing

Target Age

1. We will not engage in advertising activities targeting people under the legal drinking age. In addition, participants in events that　include drinking must be over the legal drinking age and will be encouraged to drink responsibly.
2. A quantitative standard is set for the percentage of the media audience that is of legal drinking age, with a target of at least 70%.
3. We will set a standard age limit for people and characters appearing in advertisements. Even if they meet the age requirement, expressions that make the person appear to be under the age limit are not allowed. However, if it is a part of the background scene or a crowd, it is acceptable to depict people under the standard age.
4. We will comply with best practice, responsible protocols and for our online, digital and social media (in line with ^※Digital Guiding Principles), while being respectful of local laws and customs.
5. We will exclude any symbols, images, characters, animations, illustrations, stories, personalities, places, music, lyrics, or wording that appeal to persons under the legal drinking age.
6. Product advertisements, logos, and brand names will not be used on clothing, toys, games, etc. that are intended for people under the legal drinking age.
7. Large product advertising signs and street advertisements will not be placed in the vicinity of elementary, middle, and high schools.

Alcohol Strength

We will not promote the high alcohol content (strength) of the product as the most attractive point of the product. However, for low-alcohol or non-alcohol products, the alcohol content of the product may be emphasized.

Responsible Portrayal of Alcohol

1. We will not use expressions that suggest excessive or continuous drinking or heavy drinking in a short period of time. In addition, we will not use expressions that suggest intoxication or forced drinking. We will communicate in a way that respect the position of those who do not drink, without denying that they are abstaining from alcohol or sobriety.
2. We will not use wording or expressions that may be associated with or induce drunk driving.
3. We will not show pregnant woman drinking or encourage pregnant women to drink.
4. We will not depict dangerous places or situations, or engage in any activities that may adversely affect your health.
5. We will not depict drinking before or during activities that require a high level of attention or are potentially dangerous.
6. We will not use expressions that suggest or induce drinking during or before sports or activities involving strenuous movement.
7. We will not use expressions that may suggest or induce drinking before, during, or immediately after taking a hot bath.
8. We will not use any expressions that may be associated with or induce alcoholism.
9. We will not use advertising that emphasizes or evokes the health-promoting effects of drinking. In addition, we will not use wording or expressions that suggest that drinking alcohol gives you energy or stimulation.
10. We will not use expressions that suggest that drinking alcohol is linked to work, financial, sporting, or social success.
11. We will not use sexual expressions or expressions that strongly appeal to the opposite sex. In addition, we will not use expressions that suggest that drinking alcohol increases the attractiveness of a person.

Governance

1. All employees of the Kirin Group involved in advertising activities shall fully understand the contents of this Code and act in accordance with its spirit. Similarly, partners involved in the Kirin Group’s advertising activities are required to understand this Code and to apply it to activities outsourced by the Kirin Group.
2. This Global Code will be complemented by local market Codes of Practice, that are specific to legal, regulatory, industry standards and social norms.
3. Advertising and promotional activities will be checked for compliance in accordance with the established approval process, and the person responsible for the activity will be held accountable for ensuring that all activities are in compliance with this Code.
4. All employees involved in the advertising activities of the Kirin Group shall receive training on this Code, and shall be repeated on a regular basis each year to ensure that all employees are aware of them.

• ”Digital Guiding Principles” are a set of global standards for alcohol beverage marketing in digital media developed by International Alliance for Responsible Drinking (IARD), a not-for-profit organization dedicated to addressing the global public health issue of harmful drinking.