Heineken Creates Ad Review Panel

NEW YORK Heineken USA said it has created a three-member Independent Advertising Complaint Review Panel and Advisory Board “to add an independent voice to the company’s existing process to address public concerns that may arise over its print or broadcast advertising.”

The board includes Geraldine Anne Ferraro, Eva Kasten and Dr. Robert T.M. Phillips, who will serve one-year terms.

Publicis in New York is lead agency for the White Plains, N.Y.-based brewmaker.

“Heineken USA’s internal advertising review process has worked extremely well to ensure ad concepts and creative meet the industry guidelines for content and decency,” Frans van der Minne, president of Heineken USA, said in a statement. “Having access to this panel of experts who herald from such professions as advertising, public policy and health care, however, will provide us with one more avenue to fully address consumer concerns when and if they arise. At Heineken, we take our role as a socially responsible company very seriously. Creating this panel simply reinforces our commitment to the public to be the kind of company they are proud to do business with.”

—Brandweek staff report