Scotch Whisky Association publishes revised Marketing Code of Practise

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

The code is regularly updated in order to keep up to date with industry and societal changes, as well as to marketing regulations. 

Among the updates include revisions to influencer marketing, particularly with the role of influencers on social media more prevalent than ever before. New rules and associated guidance has been added to incorporate the influencer guiding principles from the International Alliance for Responsible Drinking (IARD).

Speaking on the revised Code of Practise, the SWA’s chief executive Mark Kent commented: “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.”

The revised code came into practise at the beginning of this month and can be found in full at the SWA’s website.

7 November 2022 - Bradley Weir