Ethical marketing

The advertising of alcoholic beverages is subject to laws and self-regulatory control. Pernod Ricard has taken the lead by signing several codes of ethics and demonstrating its ongoing compliance with these standards.

The Group’s commercial communications are governed by an ethical marketing policy based on two main principles:

  • internal regulation of advertising campaigns,
  • commitment of Group employees and service providers to comply with applicable laws, regulations and professional self-regulatory codes.

     

Internal regulation procedure

In 2005, Pernod Ricard established an Internal Control Committee for advertising whose mission is to ensure a consistent standard of ethics across the Group.

Consistent with Pernod Ricard’s decentralised organisation, this internal control procedure for advertising ensures compliance with the self-regulatory codes adopted by the Group. The committee acts independently of external regulatory organisations such as the Bureau de Vérification de la Publicité (BVP) in France and Autocontrol in Spain.

The Internal Control Committee is responsible for:

  • regulating Group advertising campaigns. Prior review is mandatory for the Group’s 15 strategic brands and recommended for the 30 local brands,
  • providing consultation and expert advice for interested subsidiaries.

Between August 2006 and July 2007, the Committee reviewed 99 advertising campaigns, twice as many as during the same period the previous year.


A rigourous self-regulatory system

On April 24, 2007, the Group adopted a new code on commercial communications that applies to all subsidiaries around the world. Adapted from the European EFRD (European Forum for Responsible Drinking) Code, which the Group previously used as a reference, the Pernod Ricard Code establishes specific systems that make it the strictest professional code in existence:

  • a moderation message is compulsory on all Group advertisements. The text “Do not drink if you are underage or if you intend to drive” appears on all Group advertisements around the world,
  • a pictogram informing pregnant women of the dangers of alcohol appears on all bottles in European Union countries,
  • a Group brand must not appear at a motor sports circuit, on a motorised sports vehicle or on an active racing driver,
  • obscenity or gratuitous nudity in advertising is forbidden,
  • Pernod Ricard is responsible for informing its suppliers about the code and of ensuring its enforcement.

In France, Pernod and Ricard have decided to promote the Entreprise & Prévention website, 2340.fr, in addition to the mandatory moderation message. This site informs the public of sensible consumption limits. The Group co-financed the “2340” communication campaign launched by the association and professional organisations in the sector.
> 2340.fr


Pernod Ricard is a member of the EFRD (formerly the Amsterdam Group). This non-profit organisation brings together Europe’s leading beer, wine and spirits producers and works with the European Union on social problems linked to the excessive or inappropriate consumption of alcoholic beverages.

Cooperating with/contributing to regulatory procedures in every country

  • In Spain, the Federación Española de Bebidas Espirituosas (FEBE) established a procedure to regulate advertising campaigns before circulation.
  • In France, Pernod Ricard works with the Bureau de Vérification de la Publicité (BVP) to promote compliance with the new self-regulatory code initiated by the Entreprise & Prévention association.
  • In Greece, the Group helped draft a code of advertising self-regulation in cooperation with the government and other professionals in the spirits industry.
  • In Ireland, Pernod Ricard Brand Owner subsidiary, Irish Distillers, contributed to the creation of a self-regulatory code that imposes controls on sponsorship and the exposure of young adults to advertising in Ireland. The Group is also member of a new oversight panel mandated to monitor alcoholic beverage adverdising.
  • In the United Kingdom, Brand Owner subsidiary Chivas Brothers contributed its support to the Scotch Whisky Association’s new code of marketing and responsible promotion.


Case studies

In 2006-2007, some Group campaigns were modified or rejected following internal review.

  • Chivas and Ballantine’s campaigns
    The Internal Control Committee requested changes to the storyboards for television adverts for Chivas in China and Ballantine’s in Australia. The storyboards were reworked to remove any ambiguity regarding a possible link between alcohol consumption and sporting achievement.

  • Beefeater calendar proposal in Porto Rico
    The Internal Control Committee refused a project for a calendar that contravened the requirements of the Pernod Ricard Code with regard to the representation of women.