This Code is adapted from the Amsterdam Group / EFRD Common Standards for Commercial Communications which has been approved and adopted by all our major competitors within Europe.

The Absolut Company has adopted this provision as our own internal code which will apply to all our advertising around the world.

All The Absolut Company marketing must comply with this Code of Conduct. At the same time, individual affiliates must ensure that our advertising is also in compliance with the relevant national laws or codes.

Alcoholic Beverages have been consumed and enjoyed around the world for centuries. Production of these Beverages, consumption patterns and drinking habits differ widely from one country or region to another, and particularly with regard to the different categories of Beverages. These products, when responsibly consumed, are compatible with a balanced and healthy lifestyle and are enjoyed in a responsible way by the vast majority of consumers. Those products are of major societal, cultural and economic importance throughout the world.

It is recognized that excessive or irresponsible consumption of Beverages may have personal, social or health consequences. The purpose of this Code is to ensure that commercial communications do not encourage or condone excessive consumption or misuse of any kind.

Commercial Communications are defined herein as: "All brand advertising or marketing communications to consumers regardless of the medium used (e.g. print, broadcast media, labeling, packaging, internet, new technologies and sponsorship) and including consumer and trade promotion, merchandising and point of sale material."

Commercial Communications do not include:

• non-advertising materials or statements to the media, government agencies or the public about issues of societal concern such as the risks or benefits related to the consumption of Beverages and educational messages about responsible drinking or the role of alcohol in society.

Commercial Communications should:

• be legal, decent, honest and truthful and conform to accepted principles of fair competition and good business practice ;
• be prepared with a due sense of social responsibility and be based on principles of fairness and good faith ;
• not in any circumstances be unethical or otherwise impugn human dignity and integrity.

1. Misuse

	1.1		Commercial Communications should not encourage or condone excessive or irresponsible consumption, nor present abstinence or moderation in any negative way.
	1.2		Commercial Communications should not show people who appear to be drunk or in any way imply that drunkenness is acceptable.
	1.3		Commercial Communications should not suggest any association with violent, aggressive, illegal, dangerous or antisocial behavior.
	1.4		Commercial Communications should avoid any association with, acceptance of, or allusion to drug culture or illicit drugs.
	1.5		For all print, TV and cinema advertising and on all company and brand websites, a responsible drinking message will be included. This responsible drinking message must be clearly legible and noticeable on the advertisement and on the website. The responsible drinking message should be expressed in the language most easily understood by the target audience and adapted to local situations.

2. Minors ¹

	2.1		Commercial Communications should not be aimed at minors nor show minors consuming Beverages.
	2.2		Commercial Communications should only promote Beverages in print and broadcast media for which at least 70% of the audience are reasonably expected to be adults 18 years or older. They should not promote Beverages in print and broadcast media, or events for which more than 30% of the audience is known or reasonably expected to be minors.
	2.3		Commercial Communications should not use models and actors who are not at least 25 years of age.
	2.4		Commercial Communications should not use objects, images, styles, symbols, colors, music and characters (either real or fictitious, including cartoon figures or celebrities such as sporting heroes) of primary appeal to children or adolescents.
	2.5		Commercial Communications should not use brand identification such as names, logos, games, game equipment or other items of primary appeal to minors.

3. Drinking and Driving

	3.1		Commercial Communications should not suggest that the consumption of Beverages is acceptable before or whilst driving motor vehicles of any kind, including speed boats, jet-skis, snow-mobiles and airplanes.
	3.2		Any association of our brands with motor sports must be managed carefully. In particular The Absolut Company will refrain from any alcohol brand advertising on circuits, cars or pilots in action.

4. Hazardous Activities, Workplace & Recreation

Commercial Communications should not suggest that the consumption of Beverages is acceptable before or whilst operating potentially dangerous machinery, or with undertaking any potentially hazardous recreational or work-related activity.

5. Health Aspects

	5.1		Commercial Communications should not claim that Beverages may have therapeutic properties and that their consumption may help preventing, treating or curing any human disease.
	5.2		Where permitted by law, Commercial Communications using truthful and accurate factual statements about carbohydrate, calories or other nutrient content may be appropriate in some circumstances.

6. Pregnancy

	6.1		Commercial Communication should not show pregnant women drinking or aim at women who are pregnant.
	6.2		Within the EU all The Absolut Company bottles will include the pregnancy logo currently used in France (except if another prescribed and mandatory message is required).

7. Alcohol Content

	7.1		Commercial Communications should not create any confusion as to the nature and strength of Beverages.
	7.2		Commercial Communications may present information for consumers on alcoholic strength but should not emphasize high alcoholic strength as a dominant theme in any brand communications materials. On the other hand, messages may not imply that consuming Beverages of low alcohol content will avoid abuse.

8. Performance

	Commercial Communications should not create the impression that consumption of Beverages enhances mental ability or physical performance or has an energizing effect, e.g. when engaging in activities requiring concentration in order to be safely executed.

9. Social Success

	Commercial Communications should not suggest that the consumption of Beverages is a requirement for social acceptance or success.

10. Sexual Success

	10.1		Under no circumstances should Commercial Communications be unethical, offend against generally prevailing standards of taste and decency or otherwise impugn human dignity and integrity.
	10.2		Commercial Communications should not suggest that the consumption of Beverages enhances sexual capabilities, attractiveness or leads to sexual relations.
	10.3		Any use of an image of a nude man or woman must be in good taste and appropriate for the brand message being conveyed. Commercial Communications should avoid the use of graphic, lewd or gratuitous nudity.

If further advice is required on the understanding or interpretation of the provision of this Code, The Absolut Company employees should contact members of the Internal Approval Panel for Commercial Communications.

All Commercial Communications must be in keeping with both the letter and the spirit of all national applicable laws, regulations and self-regulatory codes of practice.

The Absolut Company Marketing Executives should ensure that external consultants such as advertising, marketing, public relations and sponsoring agencies, are aware of the Code of Conduct and this guidance in particular.

¹ Minors can be defined for this Code as: "Young people below 18; or higher when national legal purchase age requires".