2008-2009 report on internal controls for ethical advertising

Pernod Ricard’s commercial communications are subject to a permanent internal review procedure. This review is required for marketing departments. Below is the 2008-2009 report on this procedure.

The Internal Approval Panel, guardian of self-discipline rules

The opinion of the Internal Control Committee, an entirely independent body, is required for the Group’s top 14 spirits and champagne and the top 4 wine brands. It is recommended for the 18 local brands. For each campaign examined, one of the following recommendations is made:
  • unconditional approval (green),
  • approval on the condition that changes be made (orange),
  • refusal, which requires a new submission (red).

Self-regulation that achieves results

In 2008-2009, 204 campaigns were reviewed, compared with 150 in 2007‑2008. Among them, only 2 received a red recommendation and 2 an orange recommendation.

In 2008-2009, 98% of campaigns were approved, compared with 96% in 2007-2008. Lastly, no campaign approved internally received an external complaint or sanction.

These figures demonstrate the growing knowledge of and respect for the Code within the Group.

Employees who take initiative

This year, marketing teams turned to the Internal Control Committee more often to ensure that their campaigns complied with the Code. In fact, requests for "confidential advice" increased by 70%. The result: 27% of opinions led to more or less major changes in projects, scripts, websites or online advertisements.

Good to know
The submission to the Internal Approval Panel’s is the first internal premilinary step before the control performed before or after a campaign’s completion by local advertising self-discipline organisations, such as Spain’s Autocontrol or France’s Autorité de Régulation Professionnelle de la Publicité (ARPP).

More information on responsible consumption from Pernod Ricard





Download the 2010 version