We strictly adhere to legal and regulatory guidelines and have a stringent Responsible Marketing Code that governs how we do business. Our license to operate depends on our efforts in marketing our brands responsibly and in driving sensible consumption. We ensure that all marketing and promotional materials are in line with cultural sensitivities in Malaysia.

Responsible Marketing Code

At the heart of HEINEKEN Malaysia’s commitment to responsible consumption lies our Responsible Marketing Code (RMC), which serves to ensure our brands are enjoyed in the way that we intend. To ensure compliance with the RMC, we have a process in place where marketing materials including point of sales materials are reviewed according to eight principles below:

1. We do not primarily appeal to minors
2. We actively restrict exposure of our branding to minors
3. We are always legal, ethical and truthful
4. We advocate drinking responsibly, driving responsibly and general safety
5. We do not associate our brands with anti-social behaviour or over-consumption
6. We never claim that consuming our brands leads to social or sexual success or enhanced performance
7. We are committed to our brands being part of a healthy lifestyle
8. We are progressive about cultural context and its evolution

Responsible Marketing Code Approval Process Flow