Code of Practice

The industry has developed a Code of Practice setting out minimum standards for the marketing and promotion of Scotch Whisky brands in the UK.

Covering all commercial communications, including advertising, promotional materials, sponsorship, and websites, the Code also has international reach setting out best practice for Scotch Whisky producers in export markets, where stricter national codes do not exist.

The Code of Practice, which is a condition of membership for all members of the SWA, is backed by an Independent Complaints Panel which has sanctions at its disposal such as the withdrawal of marketing initiatives from the market or the imposition of fines.

The Association conducted an audit of implementation of the Code of Practice. The Audit Report made recommendations for amending Code.  The 2nd edition of the Code of Practice incorporating these amendments was published in February 2009, coming into force on 1 July 2009.

Complaints

The Code of Practice includes a complaints procedure. Anyone who has concerns about Scotch Whisky marketing or promotion should, in the first instance, write to:

The Alcohol Policy Manager
The Scotch Whisky Association
20 Atholl Crescent
Edinburgh  EH3 8HF

Or you can send an email to complaints@swa.org.uk 

Download the SWA Code of Practice 2009 (PDF, 802Kb)