Scottish Courage pre-empts Gov’t on ‘responsible’ policy

Scottish Courage is to brief all its advertising agencies on a “responsible marketing” policy, in an attempt to pre-empt the Government’s proposed clampdown on alcohol advertising.

The brewer of John Smith’s and Fosters brands will ask all its ad agencies to sign up to the new policy. This includes M&C Saatchi, which handles advertising for Beck’s and Kronenbourg; TBWA/ London for John Smith’s; and Leo Burnett for Bulmers. The move follows rival Diageo’s lead in setting up a responsible marketing code to promote all its brands globally. It has also rolled out a responsible drinking campaign, created by Abbott Mead Vickers.BBDO.

Scottish Courage marketing director Andy Neal says: “Scottish Courage already has an excellent track record in the field of responsible marketing, but we know there is no room for complacency. And we want to leave nothing to chance.

“Scottish Courage marketers and agencies will be expected to follow both the spirit and letter of the policy.”

The Policy for Responsible Marketing will be launched next month. Neal adds that the policy will apply to every form of consumer marketing communciation, including all promotion activities.

Latest from Marketing Week

NOT REGISTERED? IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now

THE BEST CONTENT

Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

If you are looking for our Jobs site, please click here