CBB NEWS

Diageo is committed to the responsible marketing of its brands and effective self-regulation across the industry

As the world’s leading premium drinks company, Diageo is aware of the positive, and sometimes negative role alcohol can play in the lives of individuals and in society. For us, world class marketing means not just responsible marketing, but also marketing responsible drinking.

We understand our responsibility to develop, produce, market and sell our brands responsibly. We also believe that there is a shared responsibility with individuals, families, governments, law enforcers and educators to address alcohol misuse with respect to diverse cultures around the world. In aspiring to change consumer attitudes and behaviour, we recognise that we cannot achieve behavioural or cultural change by ourselves, and we will continue to find opportunities to work in partnership with others to bring about change.

The updated and revised Diageo Marketing Code builds on earlier versions of the code, and incorporates feedback from a wide range of external stakeholders as well as a range of current and new guidance and enhanced compliance requirements, reflecting our ongoing commitment to remain at the forefront of responsible marketing and effective self-regulation. While it is more detailed in this respect, responsibility is all about principles, and the principles and the spirit underpinning the code remain the same.

We consider the code as an enabler to great creativity and leading-edge marketing and we hope it inspires all our stakeholders to continue to work together with us, to deliver responsible alcohol marketing and effective self-regulation across the industry and the globe.
For further information regarding Diageo's commitment to responsible marketing and innovation, and to download a copy of the Diageo Marketing Code, please visit our global responsible drinking resource http://www.drinkiq.com/.