Whisky group issues marketing guidelines

by Samuel Solley, Marketing 17-Aug-05

The Scotch Whisky Association (SWA), an organisation representing the distillers, bottlers and brand owners of Scotch whisky, has introduced a code of practice to ensure the drink is promoted and marketed responsibly.

SWA members include drinks giants Diageo, Allied Domecq, Chivas Brothers
and Whyte & Mackay.

The code will govern all UK brand activity, includ-ing advertising,
promotions, websites, sponsorship and text messaging.

An independent complaints panel will have the power to enforce sanctions

on brand owners that breach the code. Fines will be imposed and the SWA
will advise retailers, local auth-orities and other regulators of its
decision.

Panel members include Jack Law, chief executive of Alcohol Focus
Scotland, Candace Currie, director at the Child and Adolescent Health
Research Unit at the University of Edinburgh, and Gordon Millar, former
chief executive of the Scottish Beer and Pub Association.

The code builds on plans by whisky brands to address binge-drinking,
such as warnings on labels and in ads.

It also supports the government's sensible drinking campaign, working
with guidelines from the Advertising Standards Authority, The Portman
Group and Ofcom.