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Responsible consumer communication

We follow several national and international principles of responsible marketing for food and beverage industry. We ensure that our advertising activities do not conflict with the International Chamber of Commerce (ICC) guidelines on responsible advertising, the self-regulation codes of the Confederation of the Food and Drink Industries of the EU (CIAA), and the Estonian Brewers’ Association. In addition to prescribed guidelines and regulations, we apply the Olvi Group’s marketing principles and self-monitoring practices, which are in some respects stricter than official restrictions. By ensuring responsible consumer communication, we meet the expectations set for the beverage industry and promote responsible marketing within our sector.

Responsible consumer communication

We share truthful, fact-based information and avoid unfounded product claims.
Products containing alcohol are clearly labeled.
Our alcoholic beverages include warnings prohibiting consumption by minors, pregnant women, and drivers.
Energy drinks carry usage instructions and warnings for sensitive groups.
Advertising of alcoholic beverages in digital channels is permitted only if at least 70% of the target audience is above the legal drinking age in the respective country. People featured in advertisements must be at least 25 years old. If cartoon characters are used, they must not be appealing to children.
Soft drink advertising is not targeted at children under 12 years of age. This applies to print media, the internet, and television.
If at least 35% of a media channel’s audience is, or is expected to be, under 12 years of age, the Olvi Group will not advertise any beverages in that environment. The content of advertisements must not be appealing to children, except when it promotes physical activity. Furthermore, soft drink advertisements must not contain violence or aggressive behavior.
Energy drink advertising is directed only to people of the appropriate age group, in accordance with national legislation.