Heineken Responsible Marketing Code
The Heineken Responsible Marketing Code is a set of principles that governs all our commercial communications. It’s intended to support our core beliefs that the moderate consumption of alcohol can be a part of a balanced lifestyle, that responsible drinking is not only cool, but aspirational and that truthful, compliant, and respectful marketing is the Heineken way.
The Code reflects our Brew a Better World strategy and the Heineken values: Passion for consumers and customers, Courage to dream and pioneer, Care for people and the planet, and Enjoyment of life. These values have grounded us as from 1864 onwards and are the foundation for our future success.
The updated Code represents industry best practice and demonstrates Heineken’s commitment to respectful, truthful, and responsible marketing aimed at adults.
With the changing digital landscape, we’ve updated the Code to include sections on:
• Influencers
• New digital media
• Gaming& gaming
• Beyond Beer, Abstinence & consumer choice
• Green claims and greenwashing
• Functional, health and nutrition claims
• Green claims and greenwashing
• Functional, health and nutrition claims
• Abstinence & consumer choice
At Heineken, we take great pride in the creativity and ingenuity of the thousands of talented people who make and bring our brands to market every day and know that this “Code” will inspire a new generation of world-class advertising.