57 CarlsbergGLYPH<213>s alcohol policy However, Carlsberg Breweries acknowledges that heavy consumption of beer can have negative consequences for the individual as well as for so- ciety. Likewise, abuse of beer products may dam- age the reputation of Carlsberg Breweries and its products. Therefore, the breweries and society share a common interest in fighting abuse with appropriate and justified measures. In that connection, it is important to recognise that consumption of beer is the responsibility of the individual, and that the vast majority of people who drink beer do so responsibly. Only a small mi- nority abuses beer products with negative effects for the individual or society. Carlsberg Breweries believes that the most effective way to fight abuse is through targeted measures such as dialogue, information, education and campaigns directed towards the groups of young people in particular that may not be fully aware of the personal and social consequences of abuse. Through its membership of national brewersGLYPH<213> associations and its active participation in CBMC — The Brewers of Europe — Carlsberg Breweries plays an active role in securing a constructive dia- logue with national and international authorities. Through these organisations and others, Carls- berg Breweries supports targeted activities to re- duce abuse and promote sound beer culture. Marketing is essential for a world-famed brand like Carlsberg, and it is important that opportuni- ties for marketing of our brands are plenty. To pre- serve and eventually expand these opportunities, Carlsberg Breweries actively supports the imple- mentation and enforcement of self-regulatory codes of conduct as regards marketing in the markets where Carlsberg Breweries operates. CarlsbergGLYPH<213>s alcohol policy: ¥ Carlsberg urges consumers to avoid drink- driving. ¥ Carlsberg aims at carrying out responsible sales and marketing activities in accordance with cur- rent national and international guidelines and applicable legislation in the individual markets. ¥ Carlsberg supports specific activities to pro- mote sound beer culture and limit alcohol abuse and related damages. ¥ Carlsberg recommends that consumers enjoy beer in a sensible manner and rejects abuse. ¥ Carlsberg will not actively market beer products to children and young people. ¥ Carlsberg stresses that beer is a low-alcohol product, which is compatible with a healthy life- style and should be enjoyed in a responsible manner. However, Carlsberg acknowledges the fact that extreme and excessive consumption of our beer products may have adverse per- sonal, social and health consequences.