Commitment to Responsibility: SWA publishes revised Industry Marketing Code

The Scotch Whisky Association (SWA) has published the 4^th edition of its Code of Practice for the Responsible Marketing and Promotion of Scotch Whisky.

The SWA updates the Code at regular intervals so that it keeps pace with changes in marketing and society. This revised edition strengthens a number of code rules and updates the complaints procedure and sanctions. It also incorporates specific guidance to help companies on their compliance with the Code. The Code is global in scope and is a condition of SWA membership.

Key changes to the code rules include:

• Marketing communications cannot claim or suggest drinking alcohol will change a person’s mood or behaviour
• Marketing or promotional activity should not suggest the success of an event or occasion is reliant on alcohol consumption
• Marketing communications should not cause serious or widespread offence.

Welcoming the revised Code, Chief Executive of the SWA Karen Betts said:

“Our industry takes its commitment to responsible marketing of its products extremely seriously, and our member companies are fully aware of their commitments under the SWA’s Code as they promote Scotch Whisky in our national and international markets.

“Crucially, as we look towards a sustained recovery of the hospitality industry in the aftermath of covid-19, all of our messaging around alcohol sales and marketing must be done through the prism of responsibility.”

The revised Code of Marketing can be found via here.