No EU-like pact on alcohol marketing in Asia

Singapore - While the European Union's top alcohol producers have joined forces in imposing tougher marketing regulations to avoid tempting minors from purchasing and consuming alcohol, their Asian counterparts say they don't feel the need to do so in this market.

The Responsible Marketing Pact today remains solely an EU initiative and does not change anything in self-regulatory standards in other parts of the world.

Hence, while Heineken in Europe continues to implement these regulatory actions, Asia Pacific Breweries (APB) which owns the brand here said it has faced no pressure to follow the footsteps from its European counterparts.

An APB spokesperson told Marketing: "All of APB's operations abide by the alcohol marketing laws in the countries that they operate."

Moreover, the spokesperson added the new code by the European brewers and distillers require a SRO (self-regulatory organisations) to independently assess the industry's compliance to the code.

"Currently most, if not all, of the countries we operate in do not have SROs in place."

APB stressed its stand against promoting its beers to those who are below the legal drinking age, adding that wherever alcohol advertising is prohibited, it will not utilise above-the-line activities as part of its marketing plans.

Anto Setiadi, head of marketing, Carlsberg Singapore, too said the beer-maker is already advocating responsible drinking and advertising of its brands.

Carlsberg Singapore works to promote healthy drinking practices by specifically targeting and promoting their brand to those 18 years and above allowing only those above the legal age to participate in contests and events they organise.

To further emphasise its commitment to responsible drinking and educate the consumer further, Carlsberg Singapore is also embarking on public awareness initiative to address misconceptions about beer and educate positive aspects of it if consumed moderately.

"These facts have been extracted from more 100 scientific publications compiled by The Brewers of Europe in an extensive report titled The Effects of Moderate Beer Consumption," Setiadi said, 

Globally, Russia has undertaken rigorous measures in January for Russian alcohol advertising where a new law prohibited beer ads on television, in an attempt to curb alcohol abuse across the country.

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