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01 November 2022

Code of Practice: 5th Edition

Code of Practice: 5th Edition
The Code of Practice covers all commercial communications by members. This includes advertising, promotional materials and sponsorship. The 5th edition was published in November 2022.

The Code of Practice covers all commercial communications by members. This includes advertising, promotional materials and sponsorship. It applies in the UK and also abroad in export markets where stricter national codes do not exist.

The Code of Practice is a condition of membership for all members of the SWA. It is backed by an Independent Complaints Panel that has a range of sanctions at its disposal if members breach the Code. 

The Code is kept under regular review so that it keeps paces with changes in new marketing techniques and technologies. 

How to make a complaint

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: 

Head of Alcohol Policy

The Scotch Whisky Association

Quartermile Two, 2 Lister Square


EH3 9GL 

Or email:

Independent Complaints Panel Members

Dame Anne McGuire (Chair)

Rt Hon Anne McGuire, DBE, served as MP for Stirling between 1997 and 2015.

She was Government Whip, 1998-2002, Scotland Office Minister 2002-2005 and Minister for Disabled People 2005-2008. She was made a Privy Councillor in 2008.  After 2010, she became Private Parliamentary Secretary to Leader of the Opposition, Ed Miliband, and then served on the Shadow DWP team. She was also a member of the Public Accounts Committee for 3 years during 2010 -2015. 

She was awarded a DBE in 2015 and in 2018 received an Honorary Degree from Stirling University.


Catherine Waller

Catherine is a multisector, omnichannel Marketing professional, Board Advisor and Non-Executive Director.

She spent her early career at Tesco where she led development of the world’s largest loyalty scheme; and is now an expert to UK and International organisations on Big Data, Customer Insight, CX, CRM and Customer Journeys. Catherine has overseen the strategic development of some of the UK’s largest brands, delivering growth and consumer advocacy across established and start-up ventures.


Paul Neep

Paul’s career has primarily been in the international drinks industry. He was the CEO of The Glenmorangie Company for 14 years; eight years as Glenmorangie Plc and six as part of the LVMH Group. He then spent a further period as Non-Executive Chairman, stepping down in 2015.

His earlier career includes marketing directorships at  Forte Plc and with United Distillers (now Diageo). Paul was the Senior Non-Executive Director at Devro Plc for 12 years and currently holds Non Executive position in two other companies.

ICP Chair Dame Anne McGuire

ICP Chair Dame Anne McGuire