Scotch Whisky adverts and printed point of sale materials are to carry a responsible drinking message from now on.
The Scotch Whisky Association (SWA) said it was introducing the new measures in a bid to discourage the misuse of alcohol and help tackle Scotland’s problem drinking culture.
The new requirement is part of a revised SWA Code of Practice for the Responsible Marketing and Promotion of Scotch Whisky and will apply to Scotch Whisky adverts across the EU.
While the SWA says it supports the majority of the forthcoming Scottish Alcohol Bill, it proposes that a ban on alcohol sales below tax (duty and VAT) would be an alternative to the Scottish Government’s minimum price proposal.
From now on every Scotch Whisky industry sponsorship will be required to deliver an initiative that promotes responsible alcohol consumption.
The SWA Code is recognised as best practice at EU level and covers all commercial communications. An Independent Complaints Panel can impose tough sanctions on distillers – including fines and a ‘name and shame’ policy - if the Code is breached. The ultimate sanction for breaching the rules is expulsion from the SWA.
Gavin Hewitt, the SWA’s Chief Executive, said: “Scotch Whisky distillers are determined to tackle alcohol misuse and support much of what is likely to be in the Scottish Government’s forthcoming Alcohol Bill.
“An even tougher SWA Code of Practice – with a responsible drinking message in every Scotch Whisky advert – complements the wide range of initiatives backed by the industry.
“The Code continues to be well used by SWA members seeking advice on how to ensure
compliance with its provisions. It is a good example of how self-regulation can be an effective mechanism as we work to change cultural attitudes to the misuse of alcohol.”
“We also believe a floor price mechanism to tackle loss-leading could be introduced in the form of a ban on alcohol sales below tax. This would be a better way forward than an illegal mechanism such as minimum pricing.”
The SWA says it will impose sanctions on distillers that breach the new code – including fines, a ‘name and shame’ policy and even expulsion from the association.
