FDBusiness.com

The Scotch Whisky Association (SWA) has published the 5th edition of its Code of Practice for the Responsible Marketing and Promotion of Scotch Whisky. The Code, which came into force on 1 November 2022, is global in scope and is a condition of SWA membership.

Responsible marketing is a key deliverable in the industry’s strategy, and the SWA updates the Code at regular intervals so that it keeps pace with changes in marketing and society. This revised edition updates the Code in relation to influencer marketing, introducing a new rule and associated guidance that incorporates the International Alliance for Responsible Drinking (IARD)’s Influencer Guiding Principles into the Code.

Welcoming the revised Code, Chief Executive of the SWA Mark Kent said: “Our industry takes the responsible marketing of its products extremely seriously, and the Code underlines our members’ continued commitment to promote Scotch Whisky responsibly in our national and international markets. It’s important that we review our Code regularly to ensure that it keeps apace with developments in marketing, and this new guidance will ensure that the evolution of responsible promotional methods across digital channels are covered clearly and robustly.”