Rules on Responsible Commercial Communications Tips The Rules on Responsible Commercial Communications is a manual designed to ensure all of Heineken’s brand communications activities do not promote irresponsible alcohol use. Although a summary is provided below, we encourage you to review the RCC manual in its entirety. RESPONSIBLE DRINKING SHOULD BE PORTRAYED AS: A pleasurable personal and social experience; A source of enjoyment and relaxation; One aspect of a positive lifestyle; Connected to celebratory events. The purpose of any commercial communication should be to promote a particular brand; not the effects of alcohol. HEINEKEN’S COMMERCIAL COMMUNICATION MUST NEVER: Depict or encourage consumption of alcohol while driving motor vehicles of any kind. Create the impression that consumption of our alcohol products enhances mental and physical ability or performance. Suggest, feature or imply any association with violent, aggressive, illegal, dangerous or antisocial behavior. Present the high alcohol content of any beverage as a positive attribute, or imply that consuming beverages with low alcohol is a way to avoid alcohol abuse. Create the impression that the consumption of alcohol contributes towards, or is a prerequisite for, social or sexual success. Suggest any association with sexual success or enhanced sexual performance. Use sex as the main marketing focus of ads by Heineken. Create the impression that consumption of alcohol enhances athletic performance. AVOID THE FOLLOWING: Imprecise terms such as “young consumers” even when intended to refer to young adults above the legal purchasing age Content that may be especially attractive to minors The use of stereotypes and humor related to age, disability, gender, race, nationality, religion or sexual orientation.
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