DGP Introduction
DIGITAL GUIDING PRINCIPLES
IMPLEMENTATION GUIDE
INTRODUCTION
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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
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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
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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.
