top of page

Diageo Marketing Code – Pocket Guide


Our marketing must:

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

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

bottom of page