The Code of Practice covers all commercial communications by members. This includes advertising, promotional materials and sponsorship. It applies in the UK and also abroad in export markets where stricter national codes do not exist.

The Code of Practice is a condition of membership for all members of the SWA. It is backed by an Independent Complaints Panel that has a range of sanctions at its disposal if members breach the Code. 

The Code is kept under regular review so that it keeps paces with changes in new marketing techniques and technologies. 

How to make a complaint

The Code of Practice includes a complaints procedure. Anyone who has concerns about Scotch Whisky marketing or promotion should, in the first instance, write to: 

Head of Alcohol Policy

The Scotch Whisky Association

Quartermile Two, 2 Lister Square

Edinburgh

EH3 9GL 

Or email: complaints@swa.org.uk

Independent Complaints Panel Members

Jon Collins (Chair)

Chief Executive, LIVE (Live music Industry, Venues and Entertainment). As CEO, LIVE, Jon leads an organisation representing the UK’s £6.1bn live music sector with his board comprising representatives from festivals and venues, artists and managers, agents, promoters, orchestras, production and beyond.

Prior to LIVE, Jon worked around the UK hospitality industry in policy, licensing and research roles.  As Chief Executive of CGA, Jon oversaw the company’s development as an international insight and consultancy business that covers the full spectrum of the out of home industry.  A keen student of licensing since his days as Chief Executive of BEDA, the then trade association for UK clubs and bars, Jon has served as Chairman of the Institute of Licensing and the National Licensing Forum.  As Patron of the Institute of Licensing he remains committed to fostering mutual understanding and achieving recognised standards of professional development and competency in the field of licensing and related practice. 

Jon has just completed his time on the Portman Group Independent Complaints Panel having served the maximum permitted six years. 

Claire Fowler

Claire has 20 years of experience as a senior marketer within the drinks industry, working with some of the UK’s leading brands in both soft and alcoholic beverages. Having sat on the Portman Group Public Affairs Directors’ Committee during that time, she led her employer’s corporate social responsibility programmes, working closely with Drinkaware, Community Alcohol Partnerships and trade bodies such as The National Association of Cider Makers. Claire was then a member of the Portman Group Independent Complaints Panel for six years, and currently works for an independent marketing consultancy.

Naomi Eminue

Naomi has spent the past 20 years working in local government and now, as part of the senior leadership team, leads an integrated Early Help and Prevention service in East London. Naomi has a degree in Social Policy and two Postgraduate Diplomas in Law and Child and Young People’s Cognitive Behavioural Therapy. Naomi looks forward to joining the Independent Complaints Panel as a youth work specialist. She is a keen advocate for young people and will bring an in-depth understanding of youth trends, safeguarding and youth work approaches.

Graeme McKenzie

Over his career Graeme has held senior commercial marketing roles in Sainsbury’s (Nectar360), Heineken, HP Bulmer, Waverley TBS, Bidfood and Britvic. Leading brand, category, media and retail marketing teams within the On and Off trade environment, driving innovation, category growth, elevating brand propositions, executing creative campaigns and leading CRM and customer engagement programmes.

In addition to his client-side experience, Graeme has also led teams within the Advertising and Media agency environment, delivering scale projects for a range of clients across the FMCG and Drinks industry.  Currently, Graeme is the Insight & Media Director for Argos at Nectar360 (Sainsburys). Alongside this, Graeme is an associate lecturer at Loughborough University, running MBA marketing modules on behalf of their Business School. Graeme was a member of the Portman Group Independent Complaints Panel for six years.

Catherine Waller

Catherine is a multisector, omnichannel Marketing professional, Board Advisor and Non-Executive Director.

She spent her early career at Tesco where she led development of the world’s largest loyalty scheme; and is now an expert to UK and International organisations on Big Data, Customer Insight, CX, CRM and Customer Journeys. Catherine has overseen the strategic development of some of the UK’s largest brands, delivering growth and consumer advocacy across established and start-up ventures.

Paul Neep

Paul’s career has primarily been in the international drinks industry. He was the CEO of The Glenmorangie Company for 14 years; eight years as Glenmorangie Plc and six as part of the LVMH Group. He then spent a further period as Non-Executive Chairman, stepping down in 2015.

His earlier career includes marketing directorships at  Forte Plc and with United Distillers (now Diageo). Paul was the Senior Non-Executive Director at Devro Plc for 12 years and currently holds Non Executive position in two other companies.

ICP Chair Jon Collins