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1000 Sofia, 16 “Bacho Kiro” str.
Tel. / Fax +359 2 9894024
E-Mail: ubb@i-n.net
www.pivovari.com |
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Code of Responsible Commercial Communications and Ethical Standards of the Members of the
Union of Brewers in Bulgaria |
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Basic Principles of Responsible Commercial Communications of the Brewers in Bulgaria |
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The basic principles of responsible commercial communications of the brewers in Bulgaria are prepared with the due respect and sense of social responsibility. The established norms are based on good faith, equity and impartiality. Advertisements, sponsorships and beer promoting events must be legal, decent, honest, and conforming to generally accepted principles of fair competition and good business practice. No circumstances should provoke the neglect of these standards and cause unethical attitude towards the audience, offences against standards of good taste and decency, or undermine human dignity and integrity in any way.
In pursuance of the above statement, beer producers in the country, who are members of the Union of Brewers in Bulgaria, join forces to abide by the following basic principles of the Code for responsible commercial communications in the field: |
І. RESPONSIBLE CONSUMPTION |
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Commercial communications about beer should not encourage excessive or irresponsible consumption, nor present abstinence or moderation in a negative way; |
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Commercial communications about beer should not suggest an association with violent, aggressive, dangerous or anti-social behaviour; |
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Commercial communications about beer should not show people who appear to be intoxicated or in any way imply that intoxication is acceptable. |
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Placement of a special wording to avoid misuse is obligatory to be put on any TV, press, print, billboard and cinema ads of UBB members. Letters size and placement of the wording is specified in the Internal Regulations document (amendment 2009). |
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ІІ. CHILDREN AND ADOLESCENTS /MINORS/ |
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Commercial communications about beer should not be aimed at minors or show minors consuming beer (Minors are defined as: “Young people below the legal age – 18 years”.); |
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Commercial communications about beer should not promote beer in media, programmes or at events where the majority of the audience are known to be minors. |
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Placement of age-check on the websites for commercial communications (brand websites) of beer producers is obligatory (amendment 2009). |
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ІІІ. DRIVING AND MACHINE OPERATION |
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Commercial communications about beer should not directly or indirectly associate consumption with the act of driving vehicles of any kind. |
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In the commercial communications for beer it is forbidden the act of driving to precede or to coincide with the act of drinking beer. |
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