Compliance with Laws and Regulations
Related to Labeling and Adherence to Standards

Our Basic Policy on Product Labeling and Advertising

At the Asahi Group, with regard to the labeling on product packaging and advertising activities, we are striving for labels and expressions that are trusted by customers. As such, starting with our compliance with the related laws and regulations*, we pay heed to alcohol-related issues such as drinking by under-aged (less than 20 years of age) as well as to safety, human rights issues, environmental issues, and social ethics. We pay great attention to appropriate labeling and expressions.

*In addition to Liquor Tax Act, Act Concerning Liquor Business Associations, Food Sanitation Act, Act for Standardization and Proper Labeling of Agricultural and Forestry Products, Health Promotion Act, Antimonopoly Act, Act against Unjustifiable Premiums and Misleading Representations, fair competition code, etc.

Examination of Labeling and Expressions

At the Asahi Group, we have established a body for the screening and examination of labeling and expressions used on sales promotional materials for products and giveaways, and advertising material from multiple perspectives. Screening involves the investigation of the appropriateness of labeling and expressions from diverse viewpoints including individual laws and regulations, safety, social responsibility, alcohol-related issues, environmental issues and discrimination problems. Potential risks and problems are detected and advice is given in the form of proposals for improvement, and only products and advertising materials that have been screened are released on the market.
When an instruction has been given, all screening records are recorded in the minutes including a report of response measures by the relevant section and the results are utilized in daily activities.

Asahi Breweries Europe has established an “ABE Group Policy on Commercial Communication” and conducts reviews of all commercial communication including labeling and packaging from the perspective of ensuring compliance with relevant lows, regulations and self-regulations pertaining to alcohol beverages. The policy stipulates the composition of the Sales and Marketing Compliance Committee , review procedures, and training for relevant employees.

Initiatives implemented by Group companies:
Meetings of the Labeling and Expression Review Examination Board (Asahi Breweries, Ltd.)
2013 2014 2015 2016 2017
Number of Meetings 49 49 50 49 48
Number of Draft Proposals 2,095 2,061 2,429 2,614 2,858
Issues requiring further 208 205 298 315 341

Labeling and Advertising Efforts

Examples of legal and/or voluntary labeling and expressions on product packages (Asahi Breweries, Ltd.)
Topic Content
Recycling Mark Recycling mark indicates that packaging material can be recycled and encourages active support for reuse and recycling.
Warning against drinking while pregnant, breastfeeding, or under-aged (less than 20 years of age) We display warnings against drinking by pregnant and breastfeeding women in addition to the expression, “You are not permitted to drink alcoholic beverages if you are under-aged (less than 20 years of age).”
Braille To assist visually challenged customers so that they do not accidentally drink alcoholic beverages without intending to, we have put the Braille for “alcohol” on the top of all canned alcoholic products.
“Alcohol” label shown on can packages “Alcohol” is displayed in large letters so that customers who are under-aged (less than 20 years of age) or those who cannot drink alcohol do not confuse these for soft drinks.

Advertisements

The purpose of our advertising is to communicate information such as the characteristics, quality and world view of Asahi Breweries products to customers in the hope of winning their patronage. We promote activities to gain customer sympathy and trust by establishing detailed policies for expressions and displays under our “Self-regulatory Code of Advertising Practices” and voluntarily controlling ad content in light of concerns over moderate and responsible drinking and limiting TV commercials during the daytime.

Self-regulatory Code of Advertising Practices (Asahi Breweries, Ltd.)

  1. Advertising practices should be conducted in compliance with all relevant laws and regulations.
  1. Wording or expressions that violate laws, regulations, and codes, such as the Anti-monopoly Law, the Law for Preventing Unjustifiable Premiums and Misleading Representation, Fair Competition Codes (representation) and the Unfair Competition Prevention Law, must not be used.
  2. Wording or expressions that violate laws in various fields, such as the Liquor Tax Law, the Law Concerning Liquor Business Associations and Measures for Securing Revenue from Liquor Tax, the Food Sanitation Law, and the Health Promotion Law, must not be used.
  3. Legally-protected rights, such as intellectual property rights (trademark rights, copyrights, etc.) and portrait rights, must not be infringed
  1. Great attention must be paid to social common sense and morality in the conduct of all advertising practices.
  1. Wording or expressions lacking in common sense, dignity, and social morality, and that betray customers' trust, must not be used.
  2. Wording or expressions that stretch the truth and facts, that are false, or that lead to misunderstandings, must not be used.
  3. Wording or expressions for which the attribution is uncertain and for which responsibility is unidentified must not be used.
  4. Wording or expressions that defame competitors or their products must not be used.
  5. Wording or expressions that may cause offense or discomfort to society must not be used.
    1) Explicit wording or expressions that violate sexual morality must not be used.
    2) Wording or expressions that suggest crimes (murder, torture, violence, etc.) and cruelty must not be used.
  6. Wording or expressions that are detrimental in terms of public morals or that may harm the public's sense of cleanliness and well-being must not be used.
  1. Great attention must be paid to alcohol-related problems in the conduct of all advertising practices.
3-1.
The prevention of under-aged drinking (less than 20 years of age) should be a goal in all advertising practices.
  1. The message “Alcohol is for those who have turned 20 years old” is required by law to be displayed in all advertisements.
  2. Under-aged people (less than 20 years of age) must not be used for product advertising.
  3. TV celebrities and characters who predominantly appeal to under-aged people (less than 20 years of age) must not be used.
  4. Wording or expressions in advertisements must not encourage, suggest, or entice under-aged drinking (less than 20 years of age).
  5. Promotional campaigns that predominantly appeal to under-aged people (less than 20 years of age) are prohibited.
  6. Wording or expressions that may lead people to mistake alcoholic beverages for soft drinks must not be used.
  7. Product logos and trademarks of alcoholic beverages must not be applied to articles predominantly used by under-aged people (less than 20 years of age), such as clothing, toys, and games.
3-2.
Advertising practices should be conducted with due consideration for appropriate consumption of alcohol.
  1. The message of “Responsible drinking” must be displayed in advertisements if possible, in order to endeavor to promote appropriate alcohol drinking.
  2. Wording or expressions that suggest alcoholic consumption during pregnancy and breast-feeding must not be used.
  3. Wording or expressions that evoke or suggest binge drinking and excessive consumption of alcohol must not be used.
  4. Wording or expressions that evoke or suggest consumption of alcohol while bathing or during exercise must not be used. In addition, wording or expressions that evoke or suggest exercise after consumption of alcohol must not be used.
  5. Wording or expressions that suggest consumption of alcohol under inappropriate circumstances, such as in dangerous places, must not be used.
  6. Wording or expressions that evoke or suggest alcohol dependence must not be used. For example, “People may lose their mental stability if they do not consume alcohol.”
  7. Wording or expressions that concretely suggest that consumption of alcohol has a positive effect on one's health must not be used.
3-3.
The prevention of driving when impaired by alcohol should be strived for in all advertising practices.
  1. Wording or expressions that evoke or suggest driving when impaired by alcohol must not be used.
  1. Great attention should be paid to the safe handling of products (including equipment needed for the sale of the products) in all advertising practices.
  1. Wording or expressions that, were customers to act in a manner similar to such wording or expressions they would be exposed to potential risk, must not be used.
  2. Wording or expressions and displays (including audio) that run counter to the idea that alcoholic beverages should be treated with care must not be used.
  3. Wording or expressions and displays that suggest deliberately causing carbonated beverages to froth up, or that suggest the breakage of bottles etc., must not be used.
  4. Wording or expressions that suggest consumption of alcohol while performing jobs that could lead to serious accidents must not be used. For example, “Operating a machine after consuming alcohol.”
  5. Wording or expressions and displays that suggest handling mugs or glasses in a manner that may create a foreseeable risk to people must not be used.
  6. Wording or expressions and displays that give people excessively high expectations regarding the ability of products to safely withstand inappropriate treatment must not be used.
    1) Wording or expressions that suggest treating products like toys must not be used. Examples of such wording or expressions include: “Throwing products,” “Spinning products,” and “Shaking products.”
    2) Wording or expressions that, were customers to act in a manner similar to such wording or expressions they would be exposed to potential risk, must not be used. Examples of such wording or expressions include: “Opening many bottles in rapid succession,” “Slamming down products forcefully,” and “Carrying a large quantity of products at one time.”
    3) Wording or expressions that, were customers to act in a manner similar to such wording or expressions they would be exposed to potential risk in terms of quality or safety, must not be used. Examples of such wording or expressions include: “Freezing products” and “Exposing products to extreme heat.”
    4) Wording or expressions that suggest activities that could lead to accidents must not be used. Examples of wording or expressions include: “Slamming down glasses (or mugs) forcefully” and “Banging glasses together forcefully when making a toast.”
  7. Great attention must be paid to safety from the standpoint of elderly people, infants, and young children.
  1. We will conduct advertising activities by being mindful of human rights issues.
  1. We will not use any expressions that will lead to discrimination on gender, region, race, physical appearance, nationality, profession, academic background, politics, religion, lineage, ideology, creed, and social status etc.
  1. We will conduct advertising activities by being mindful to environmental issues and animal rights.
  1. We will not use any expressions that oppose recycling and environmental conservation.
  2. We will not use any expressions in our corporate activities that will bring energy waste to mind.
    1) We will display the “Recycle empty cans (recycle sign)” message according to regulations.
    2) We will display the message, “Please return any empty bottles to shops that handles them.” (Steiny Bottle)
    3) We will not use any expressions and labels that will lead to environmental destruction.
  3. We will not use expressions that oppose the spirit of animal rights.

As a basic policy, with regard to the advertising materials those were created based on the aforementioned voluntary standards, any media that is projected to infringe upon any media for under-aged (less than 20 years of age) and social ethics as well as drinking and driving will not be submitted.

  • As a basic policy, we will not air any TV or radio advertisements during the following hours:

    TV Regardless of the day of the week: 5:00-18:00
    Radio Regardless of the day of the week 5:00-12:00

Our Response to Food Allergy

At the Asahi Group, we verify with the ingredient manufacturers and suppliers for any use of the seven specified ingredients subject to mandatory allergen labeling as well as the 20 specified ingredients recommended for allergen labeling, and we strive for appropriate labeling.

  • Seven specified ingredients subject to mandatory allergen labeling: egg, milk, wheat, buckwheat, peanuts, shrimp, and crab.
  • 20 specified ingredients recommended for allergen labeling: apple, orange, soy, sesame, etc.

In addition, at the Group Quality Conference, information on any move to review laws and regulations on allergen labeling will be shared with each Group company. Although allergen labeling is not required for alcohol, we strive for easy-to-understand labeling.

Related websites of Group companies (labeling for allergic ingredients contained in each product)

Our Basic Policy on Genetic Modification

The Asahi Group complies with the national laws and regulations in all the countries and regions in which it operates regarding the use and labeling of genetically modified agricultural products and processed foods made from these.
We gather and verify information on the genetic modification of agricultural raw materials and processed agricultural materials that are being considered for use. In addition, decisions about the use and labeling of products are made in accordance with each country’s laws and regulations regarding the use and labeling of genetically modified materials in products.