Sensible drinking pledge from whisky producers

19 November, 2009

Scotch whisky producers have pledged that all their advertising will now carry a sensible drinking message.

The announcement was made by the Scotch Whisky Association and also covers point-of-sale material.

The new requirement is part of a revised SWA code of practice and will also apply to Scotch whisky ads across the EU.

The SWA said it supported most of the forthcoming Scottish Alcohol Bill, though it argues a simple ban on alcohol sales below tax to prevent loss-leading would be more workable than the Scottish Government’s minimum price proposal, which it believes would be illegal.

Chief executive Gavin Hewit said: “Scotch whisky distillers are determined to tackle alcohol misuse and support much of what is likely to be in the forthcoming Scottish Government’s 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.”

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