Self-regulations for advertising activities
The Kirin Group recognizes its social responsibility as a company that manufactures and sells alcoholic beverages, and with the aim of conducting appropriate advertising activities, we only target people of legal drinking age in our advertisements and have also placed limitations of the expressions used in our advertising. In addition, we have established our own independent rules for ethical advertising that are stricter than the industry regulations for advertising and marketing*, and we continue to review, revise and strengthen these rules in accordance with the current social norms. Based on the Basic Act on Measures against Alcohol-related Harm enacted in 2014, we have raised the minimum age of the talent used in TV advertisements to 25 years old as an independent measure aimed at preventing the inducement of inappropriate alcohol consumption. Also, within our TV advertisements, we have stated in our internal rules that we will no longer emphasize the throat area and gulping sound, and this practice has since become standard industry-wide.
Also, a check system for ethical advertising has been created in order to confirm the contents of all advertisements, including TV, newspaper, magazine, Internet, SNS, public transportation and POP before they are released. A dedicated Ethical Advertising Committee performs strict checks every day, and the activities of the committee are strongly promoted through regular committee meetings. From the perspective of alcohol related problems, an ARP officer has been appointed within the CSV Strategy Department as the designated point of contact, and along with strictly checking advertisement images, warnings and advertisement expressions, the ARP officer also works to prevent inappropriate marketing activities and conduct awareness activities for responsible drinking targeting persons both inside and outside the company.