What does Carlsberg actually do to “campaign” against excessive drinking?

·          Carlsberg is committed to inform and raise awareness among consumers about responsible beer consumption.

·          During the UEFA EURO 2008™ on most advertising materials and on the plastic cups in fan parks and stadia we will write "Carlsberg supports fair play on and off the pitch. Please drink responsibly".

·          Our marketing activities, advertising and sponsorships are conducted under our Code of Marketing Practice, which prescribes that our marketing activities are

o         targeted at adults only,

o         that our sales and marketing activities shall comply with national and international legal boundaries,

o         and that compliance audit processes are in place.

·          In all fan parks there will be non alcoholic Carlsberg available for fans to enjoy.

What is Carlsberg's view on drinking and driving and which actions do you take during the EURO 2008?

·          Drinking and driving should not be mixed, of course. Drunk driving is a serious crime.

·          Furthermore, we strongly support the initiatives taken for the UEFA EURO 2008, where tickets to matches are also valid tickets for public transportation such as busses and trains,

What is Carlsberg's view towards young people and their consumption of alcohol and which actions do you take during the EURO 2008?

·          We condemn illegal sales of alcohol to minors and encourage effective enforcement of relevant local legislation.

·          Our marketing activities, advertising and sponsorships are conducted under our Code of Marketing Practice, which prescribes that our marketing activities are targeted at adults only. For instance, we are never showing people below the age of 26 in any advertising.

By mixing beer and sports is Carlsberg encouraging young people to drink alcohol, since a lot of young people will watch the EURO 2008 games?

·          No, we do not believe so.

·          We follow the Amsterdam group recommendations. As an example we do not use models in advertising that look or are younger than 26 years.

 

How does Carlsberg handle the age issue that the drinking ages in Switzerland and Austria is 16 years, while countries like Denmark, Russia and Finland impose 18 years? Is it not likely that e.g. Russian under-age drinkers might get served beer during the UEFA EURO 2008?

·          You are right, this might happen, but this is an issue that Carlsberg cannot control. Carlsberg does not sell the beer to the public. This is done by the bars that we do not operate. They should in all cases adhere to local legislation and respect advice from authorities.

 

 

 

 

Does Carlsberg think it is ok to serve beer to 16 year olds?

 

·          Carlsberg never interferes with political decisions. Our products are sold in more than 150 markets all over the world, and we conduct our business in accordance with internationally recognised standards and local regulations.

·          The drinking age in Austria and Switzerland is the decision of those countries’ legislators, and Carlsberg always respects local legislation.

·          In our advertising we do not use models that appear to be under 26 years old.

 

How does Carlsberg ensure that minors are not buying and drinking beer in the Fan parks?

·          The Fan parks are operated by the local host cities. Carlsberg does not operate the bars and has no influence on this issue. However, as is stated in our Beer Awareness Programme we “condemn illegal sales of alcohol to minors and encourage effective enforcement of relevant local legislation.

·          We are confident that the local authorities are taking their responsibility seriously and we are aware that the bars have been instructed to follow the laws, and we expect them to do so.

 

Since Carlsberg shows its commercials in TV and at football stadia, do you think it is ok to target young people and getting their attention to drinking beer at an early age?

 

·          It is true that some young people like to enjoy alcohol beverages when they are old enough to do so. We do not encourage young people to drink beer before they are of legal age.

·          We condemn illegal sales of alcohol to minors and encourage effective enforcement of relevant local legislation.

·          Our marketing activities, advertising and sponsorships are conducted under our Code of Marketing Practice, which prescribes that our marketing activities are targeted at adults only. For instance, we are never showing people below the age of 26 in any advertising.

·          Furthermore, we support activities that discourage misuse and irresponsible drinking.

 

Does Carlsberg think it is ok that people are drinking a lot more beer due to the EURO?

·          Of course not. We actively discourage individuals from consuming a lot more beer during the UEFA EURO 2008 – or any other event we participate in. Instead, we aim to persuade consumers to switch their brand preference to our brand instead of competing brands, but we strongly discourage heavy drinking.

·          For instance, during the UEFA EURO 2008 on most advertising materials and on the plastic cups in fan parks and stadia we will write "Carlsberg supports fair play on and off the pitch. Please drink responsibly".

 

How many are “a couple of beers” and what do you perceive as being drunk?

 

·          This is an impossible question to answer. People tolerate alcohol differently. We support a moderate consumption of beer that is known to create a good and festive mood and that accompanies a meal well, but we strongly discourage excessive drinking.

·          Furthermore, we support campaigns and other activities that discourage misuse and irresponsible drinking.