Carlsberg launches an updated Marketing Communication Policy

In 2024, we introduced an updated Marketing Communication Policy to ensure we always communicate about and market our products responsibly. The policy is focused on 8 overarching principles: 

Transparency & Integrity: We commit to honest and transparent communication, ensuring that all marketing and communication materials are truthful and not misleading. 

• Adult Appeal: Marketing efforts are designed to appeal to adults and are not targeted at minors. This includes ensuring that all advertising and promotional activities are appropriate for adult audiences. 
• Enjoyment in Moderation: We promote responsible drinking and ensure that our marketing messages encourage the enjoyment of our products in moderation. 
• Alcohol-Free: We support and promote our range of alcohol-free products, providing consumers with alternatives that fit their lifestyle choices. 
• Safe & Sensible Behaviours: Our marketing communications encourage safe and sensible behaviors, avoiding any association with excessive or irresponsible consumption of alcohol. 
• Effects, Health & Performance: We ensure that our marketing does not make any false claims about the effects of alcohol on health or performance. 
• Environmentally Conscious: We are committed to environmentally responsible marketing practices, ensuring that our communications reflect our sustainability goals and initiatives. 
• Socially Inclusive: We strive to create inclusive marketing campaigns that respect and celebrate diversity, ensuring that all our communications are socially responsible and inclusive. 

The updated policy includes staff training, compliance monitoring, and collaboration with stakeholders to align with industry best practices. This policy reinforces Carlsberg’s commitment to ethical marketing and sets a higher standard for corporate responsibility in the industry. 

To monitor and ensure compliance with this policy across our markets, we offer training sessions with our local teams and provide additional guidance on an internal website. In 2025, nearly 600 employees have taken the training for the updated Marketing Communication Policy. Every year, our online channels are audited for compliance with International Alliance of Responsible Drinking (IARD) and World Federation of Advertisers (WFA) commitments – known as the Digital Guiding Principles. In 2024, we achieved 99.1% full compliance and 99.8% average compliance across our audited channels.