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.