Scotch Whisky ads to carry responsible drinking message

All future Scotch Whisky adverts and printed point of sale materials are to carry a responsible drinking message.

The plan was announced by the Scotch Whisky Association (SWA) as part of what it claims is the “industry’s ongoing commitment” to discouraging the misuse of alcohol in Scotland.

The new requirement is to be included in the SWA’s Code of Practice for the “Responsible Marketing and Promotion of Scotch Whisky”.

A requirement has also been added to ensure that every Scotch Whisky industry sponsorship has to deliver an initiative that promotes responsible alcohol consumption.

The SWA’s move comes in a year which has seen the Scottish Government introduce its Alcohol Bill, which aims to reduce the number of alcohol related health problems. The bill includes measures to stop irresponsible promotions as well as the setting of a minimum price per unit of alcohol.

The SWA Code covers all commercial communications. Breaches can lead to fines and expulsion from the SWA.

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