You are using an outdated browser.

Please upgrade your browser for a better user experience.

UPGRADE BROWSER

Responsible Marketing

The Confederation of Malaysian Brewers Berhad (CMBB), has a responsibility to ensure that its brands are advertised and marketed responsibly in accordance to the CMBB CODE OF MARKETING PRACTICE (hereinafter referred to as “The Code”).

OBJECTIVE

This Code is designed to ensure that the CMBB members observe the highest standards of marketing practices in ensuring responsibility and moderation in the consumption of alcohol beverages and strictly discourage the consumption of alcohol beverages by minors.

SCOPE

This Code applies to all activities carried out in the marketing of the alcoholic beverages which includes brand advertising and marketing communications, regardless of medium, such as print media, internet (including promotions on third-party websites), merchandising, packaging, point-of-sale materials, premiums, promotions, experiential marketing and sponsorships.

In upholding the spirit and intention of The Code,
emphasis will be placed in observing and adhering to the following Principles:

01

Marketing practices should comply with all relevant Malaysian laws, the guidelines from the Communications and Multimedia Content Forum of Malaysia and the Malaysian Code of Advertising Practice (MCAP).

02

Advertisements shall neither conflict with nor detract from the need for responsibility and moderation in consumption of Beverages.

03

Advertisements shall observe a high standard of social responsibility and should neither be unethical nor offend against generally prevailing societal standards of taste and decency.

04

Advertisements shall not depict or imply the consumption of liquor in potentially hazardous situations or include any unsafe practices. Advertisements should never associate with driving of any kind of vehicle and potentially hazardous machinery.

05

Advertisements shall be directed to adult audiences. Advertisements shall not be directed at Minors nor have strong or evident appeal to minors in particular. Advertisements shall not use or refer to identifiable heroes or heroines of the Minors. Broadcasters must take care to avoid the impression that Beverage promotion is dominating the viewing or listening period when broadcasting Advertisements, including the Beverage sponsorship Advertisements and / or Beverage sponsorship credits.

06

Sampling of alcohol beverages to Minors in any manner is strictly prohibited.

02

Advertisements shall neither conflict with nor detract from the need for responsibility and moderation in consumption of Beverages.

05

Advertisements shall be directed to adult audiences. Advertisements shall not be directed at Minors nor have strong or evident appeal to minors in particular. Advertisements shall not use or refer to identifiable heroes or heroines of the Minors. Broadcasters must take care to avoid the impression that Beverage promotion is dominating the viewing or listening period when broadcasting Advertisements, including the Beverage sponsorship Advertisements and / or Beverage sponsorship credits.

07

Sponsorship Advertisements and sponsorship credits shall clearly and primarily promote the sponsored activity, team or individual. The sponsor, the sponsorship and items incidental to them, may be featured only in a subordinate manner.

08

Advertisements should never make claims that alcohol can prevent, treat or cure a human disease or refer to such properties. Communication about health benefits is only allowed to the extent permitted by Malaysian law.