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.

Anyone who has concerns about Scotch Whisky marketing or promotion should, in the first instance, write to:

Chief Executive
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 (PDF, 802Kb)