Beer? Sorry, not for minors.
We take protection of minors seriously
Alcohol does not belong in the hands of children and teenagers – that's the clear message we send out as part of the German Brewers Association, and we take responsibility for it ourselves. When advertising our products, we take a clear stance in the interests of protecting young people.
We are committed to the voluntary "Rules of Conduct on Commercial Communication for Alcoholic Beverages" drawn up jointly with other manufacturers, retailers and importers of alcoholic beverages. They ensure that children and young people are neither addressed by corresponding advertising measures nor enticed in any way to abuse alcohol. This also applies to advertising in online media.
Beer not for minors
For us, effectively protecting children and young people also means educating our partners in the food service and retail sectors about youth protection. By providing information, we ensure that sales staff are aware of the current legal requirements and are equipped to deal with difficult situations in customer contact. Prevention modules have also been developed to help parents discuss the subject of alcohol with their children.