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Responsible marketing

 Marketing plays a key role in ensuring sustainability. We are committed to responsible product advertising and marketing. Our objective is to have zero marketing cases violating the principles of responsibility.

Responsible product advertising and marketing are defined by such as the guidelines of FoodDrinkEurope, the guidelines of the Brewers of Europe and the International Chamber of Commerce’s Framework for Responsible Food and Beverage Marketing Communications.

In addition to guidelines and regulations, we observe self-control that is stricter than official regulations in some respects. This allows appropriate response to the expectations of the operating environment and be in the front line to develop corporate responsibility practices for the industry. In 2021, Olvi did not have any marketing cases violating the principles of responsibility.

The Finnish Brewing Industry’s Self-Control Regulations

Olvi is committed to follow the Finnish brewing industry’s self-control regulations:

  • The brewing industry submits all TV advertising to a preview committee consisting of experts outside the industry before the advertisements are made public.
  • In addition to the time-of-day limits set for advertising in Section 33 of the Alcohol Act, the brewing industry will only advertise on television during programming that can reasonably be expected to have a target audience consisting of at least 70% adults older than 18.
  • The brewing industry will only advertise through digital channels during programming that can reasonably be expected to have a target audience consisting of at least 70% adults older than 18.
  • The products and packaging of the member companies of the Federation of the Brewing and Soft Drinks Industry display the KOHTUULLISESTI.FI identifier for the responsible consumption of alcohol.
  • In social media channels, attention is paid to compliance with the age limit in accordance with the possibilities provided by each channel.
  • The Federation of the Brewing and Soft Drinks Industry arranges annual training for the communications and marketing personnel of its member companies in order to support responsible marketing communications.People featured in advertising must be at least 25 years old.

The brewing industry does not use the concepts of children, young people and adults but makes a clear distinction between minors and people of age.