CREDIt RAtING OF ANADOLU EFES

• does not feature content claiming that its products have therapeutic,
stimulant, soothing or strengthening effects or can otherwise provide some
advantage to the user,
• does not use themes implying that its products can help with personal issues
or have medical protective effects,
• does not imply that not drinking alcohol is a weakness,
• does not mislead the consumer about alcohol content and imply that there
is a relationship between the quality of its products and the effects they will
provide due to their alcohol content,
• does not convey the message that drinking alcohol is a symbol of status,
• does not run advertisements which imply that not drinking alcohol is a sign
of mental or social weakness,
• does not suggest that consumption of its products increases sports
performance,
• does not include statements or images which are sexually explicit or obscene,
• does use direct, clear and accessible language and avoids the use of
ambiguous expressions or double entendres.
5. Personal & Professional Development
Anadolu Efes also supports development of the tourism industry, which it
views as a way to foster economic development in general. The Company’s
“Efes Pilsen Tourism Trainings” help train qualified personnel for the industry.
Trainings provided by academics from Boğaziçi University Lifelong Learning
Center (BUYEM) help to raise awareness in local communities. The idea
is to take ownership of local values, present them in the most appropriate
manner to tourists and strengthen the underdeveloped tourism potential in
other regions of Turkey.
Trainings have been held in 21 cities and 22 centers since 2007. During
2010, trainings were organized in Konya, Elazığ, Kahramanmaraş, the
Midyat district of Mardin and the Şavşat district of Artvin.
Having helped more than 2,500 individuals to receive Boğaziçi University
certificates to date, the trainings have been supplemented by the “Tourism
Ambassadors at Work Project” since 2009. Providing assistance to the
participants who have successfully completed the “Tourism Ambassadors
Certificate Program,” the “Tourism Ambassadors at Work Project” have
assisted these graduates to organize locally.
Anadolu Efes’ social
responsibility support
to the communities
where its operations
are located is not
limited to art, education
and sports related
initiatives. Responsible
consumption is an issue
taken very seriously
by Anadolu Efes, and
the Company is in
full compliance with
prevailing rules and
regulations.
ANADOLU EFES ANNUAL REPORT 2010 81