Diageo Marketing Code – Pocket Guide

 

Our marketing must:

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1. Laws, codes and policies

• Comply with all applicable laws, regulations and industry codes

• Comply with all other relevant Diageo codes and policies

 

2. Abstinence

• Always show respect for those who choose to abstain from alcohol

 

3. Adult appeal

• Be aimed only at adults and never target those younger than the legal purchase age for alcohol

• Be designed and placed for an adult audience, and never be designed or constructed or placed in a way that appeals primarily to individuals younger than the legal purchase age for alcohol

 

4. Responsible drinking

• Depict and encourage only moderate and responsible drinking

• Incorporate responsible drinking reminders and/or initiatives

• Never depict, condone or encourage excessive or irresponsible drinking or refer in any favorable manner to the effects of intoxication

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5. Alcohol content

• Via packaging, websites, and other appropriate channels, provide clear, factual and neutral information about the alcohol content of our brands and drinks recipes, where permitted by law

• Never present high alcohol strength or potency as the dominant theme or principal basis of appeal of any marketing or product innovation

• Not imply that lower-strength alcohol beverages may be consumed in ways or situations that may be inappropriate with higher strength beverages

 

6. Health, therapeutic, performance or functional benefits

• Not imply that our brands offer any health, therapeutic, dietary, functional or performance benefits

• Not imply any energy or endurance benefits, nor that alcohol is the catalyst for any change in mood or state

• Not portray or target pregnant women

 

7. Social and sexual success

• Not portray or imply that drinking is necessary to obtain social or other success, nor to overcome inhibitions or to be socially accepted

• Not portray or imply that drinking enhances sexual attractiveness or is a requirement for sexual success

 

8. Drunk driving and other potentially dangerous activities

• Only portray drinking occurring in safe and appropriate circumstances

• Never portray drinking before or while driving motor vehicles, operating machinery, or any other similar activity or situation

 

9. Anti-social or inappropriate associations

• Not portray or suggest any association with anti-social or illegal behavior

• Not portray or suggest any association with violence

• Not portray or encourage the consumption of tobacco

 

10. Good taste and decency

• Reflect generally accepted contemporary standards of good taste and decency

• Be judged from the perspective of the broader society – locally and globally

• Be sensitive to local and cultural variation