Scotch Whisky industry underpins its commitment to responsible marketing

The Scotch Whisky Association (SWA) has appointed four new members to its Independent Complaints Panel (ICP) for its Code of Practice for Responsible Marketing of Scotch Whisky. The Panel is an integral part of the Code and the final arbiter on any complaints raised under it.

First launched in 2005, the Code sets out minimum standards for the marketing and promotion of Scotch Whisky brands. The Code has developed over time, is applied globally and covers all commercial communications by members. The Independent Complaints Panel has a range of sanctions at its disposal if members breach the Code.

The Code is currently in its fifth edition.

Jon Collins, newly appointed ICP chair

Mark Kent, Scotch Whisky Association Chief Executive

Jon Collins, appointed Chair of the ICP for the next three years said:

"I am delighted to be appointed to the panel and take on the role of Chair. The ICP is an important element of self-regulation. I look forward to working with my other panel members and support the Scotch Whisky industry to market its brands responsibly."

Mark Kent, Chief Executive, Scotch Whisky Association said:

"The Scotch Whisky industry takes seriously its commitment to marketing its products to consumers in a responsible way. The expansion of the Code’s Independent Complaints Panel confirms our continuing commitment to ensure Scotch Whisky is marketed to the high standards set out in the Code.

"I would like to thank Dame Anne McGuire, who has stood down as chair of the Panel, for all her work in guiding and supporting the panel over the years."

Note to Editors

For more information please contact: pressoffice@swa.org.uk 

A copy of the Code can be found here: https://www.scotch-whisky.org.uk/media/2030/swa-responsible-marketing-code-fifth-edition-july-2022.pdf

A headshot of Jon Collins, new Chair of the Independent Complaints Panel, can be found here.

A headshot of Mark Kent, Chief Executive of the Scotch Whisky Association, can be found here.

Details of the panel members:

New Members

Jon Collins

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.

Current Members

Catherine Waller and Paul Neep