DGP Introduction

4 years 4 months AGO

DIGITAL GUIDING PRINCIPLES

IMPLEMENTATION GUIDE

INTRODUCTION

What are the DGPs?

Digital Guiding Principal (DGP) is a self-regulatory project at AB-InBev as a commitment to marketing communication best practices

on all sites and social networks. The project is divided into two parts, social networks and websites.

For WEBSITES is performed the verification of 4 pillars:

- IARD (RESPONSIBLE DRINKING)

- AGE GATE

- CORPORATE OFFICIAL INFORMATION

- RESPONSIBLE DRINKING MESSAGE

- USER GENERATED CONTENT (UGC)

- FORWARD ADVANCE NOTICE (FAN)

- WEBSITE DATA

- CDP IMPLEMENTATION

- GA OWNERSHIP

- OWNED PROPERTY EXCELLENCE

- SEO INDUSTRY SCORE (SEM RUSH)

- PAGE SPEED INSIGHTS SCORE

- ACCESSIBILITY

- PRIVACY & SECURITY

- RISK RATE

- VULNERABILITY LEVEL

- PIA COMPLETION

- COOKIE BANNER IMPLEMANTATION

- COOKIE DROPPING COMPLIANCE

For Social Networks, there is only one verification pillar:

- IARD (RESPONSIBLE DRINKING)

- USER GENERATED CONTENT (UGC)

- FORWARD ADVANCE NOTICE (FAN)

- AGE GATE

- CORPORATE OFFICIAL INFO (Official website/Transparency)

- RESPONSIBLE DRINKING METHOD

THE FOLLOWING SOCIAL NETWORKS ARE AUDITED WITH THESE CRITERIA:

Facebook Instagram Twitter Youtube

SUMMARY OF PILLAR & CRITERIAS

Follow the International Alliance

for Responsible Drinking needs

Fulfill security ABI standard about

security

Evaluate the analytics

implementation on our websites and

ownership.

• Age Gate

• Responsible Drink Message

• Transparency

• User Generated Content

• Forward Advance Notice

• Vulnerability Level

• Risk Rate

• PIA Completion

• Cookies Validation

• CDP TAG Implementation

• GA Ownership

IARD

PRIVACY AND

SECURITY

WEBSITE DATA

WEBSITES

SOCIAL NETWORK

WEBSITES WEBSITES

PROPERTY

EXCELLENCE

WEBSITES

Evaluate websites in terms of

performance.

• Page Speed

• SEO

• Accessibility

ASSETS INCLUDED ON THE AUDIT

INTERNAL DGP PROCESS

ASSET INFORMATION

ROBOT RUNNING MANUAL VALIDATION

SHARING RESULTS

ALL INFORMATION FROM

WEBSITES AND SOCIAL NETWORKS

THAT ARE IN THE SCOPE OF THE

DGP IS CENTRALIZED

MONTHLY

RECURRENCY

THE DGP ROBOT WILL AUDIT ALL

THE CRITERIA AND PILLARS IN

EACH DIGITAL ASSETS

ALL FALSE RESULTS WILL BE

ANALYZED MANUALLY

DGP PLATFORM IS UPDATED WITH

NEW RESULTS AND NOTICE EMAIL

IS SENT TO STAKEHOLDERS

WHO DOES THIS AUDIT INTERNALLY AND EXTERNALY?

The internal audit is carried out by the DGP team that is part of the Martech Global team. The internal audit is carried out monthly, so all

the company's digital assets that are considered suitable for auditing undergo validation of all pillars and criteria through a robot that

automatically checks. After that, the results are sent to their respective countries so that the problems found are solved. All pillars and

criteria defined by the DGP team are audited.

The external audit of digital assets is carried out by two different institutions:

EASA(European-advertising-standards-alliance) and WFA (World Federation of Advertisers).

• EASA is a company responsible for carrying out the external audit annually and disclosing the results only to the company being

audited. The main objective of the audit performed by EASA is to obtain results through an audit other than the internal one to verify

if there is any difference between the results that are being generated internally by the DGP team and some other audit. Only the

IARD pillar is audited in this audit.

• WFA is the company responsible for carrying out the official external audit and disseminating it globally. This audit is carried out

every 3 years and only the IARD pillar is audited. The results found in this audit are released to the public together with other

alcoholic beverage companies, so it is super important to have an excellent result.

SUMMARY OF AUDITS

CALCULUS - IARD

The property must pass in all criteria to receive 100% of score.

If just one criteria is not compliant the score will be 0% for that asset.

The aggregate score will be average of all properties.

CALCULUS – PRIVACY AND SECURITY

Vulnerability level, Risk Rate and PIA correspond 25% of Score each one.

Cookie Banner implemented correspond 15% of Score.

Cookie Dropping Compliance correspond 10% of Score.

To be compliant :

RR and VL: as low or medium classification

PIA: Must be “Completed”

The aggregate score will be average of properties.

CALCULUS – WEBSITE DATA

The only criterion evaluated is the implementation of the CDP Tag on the website.

If the asset has the CDP tag implemented correctly, it will have 100% of the score

and if not, it will have 0%.

The aggregate score will be average of properties.

CALCULUS – DGP SCORE

The calculation of the DGP Score is done by averaging the scores of the pillars.

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