SWA updates marketing Code of Practice


30th July, 2020 by Melita Kiely

The Scotch Whisky Association (SWA) has updated its Code of Practice for the Responsible Marketing and Promotion of Scotch Whisky, which includes emphasis on ensuring any communications do not cause serious or widespread offence.

The SWA has updated its Code of Practice

This is the fourth edition of the Code, which must be adhered to globally and is a requirement of SWA membership.

The Code is regularly revised to ensure the category keeps up to date with changes in marketing and society.

Key changes to the Code 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 depends on alcohol consumption; and there should be no widespread offence due to marketing materials.

Karen Betts, chief executive of the SWA, 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.”


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