The rules mean distillers, brewers and alcohol retailers should include activities or events to promote responsible drinking in any new commercial sponsorship deal.
It also means brands won’t be allowed to sponsor teams, brands, celebrities or events which have a particular appeal to under-18s.
Sponsorship of individual aged under 18 – such as junior athletes – will also be outlawed.
Responsible drinking messages will appear on all sponsorship point-of-sale material and there is a commitment to conduct sampling activities at sponsored events in a responsible manner.
George Kyle, head of sponsorship at Tennent’s firm Inbev UK, said: “Tennent’s recognises its responsibilities and welcomes the new commercial sponsorship guidelines which reflect our own high standards as Scotland’s number one alcohol brand.
“The new guidelines will enhance Tennent’s promotion of responsible alcohol consumption in all of our commitments including T in the Park and the Scotland national side.”
The guidelines were devised by the Scottish Government & Alcohol Industry Partnership, formed two years ago to tackle alcohol-related harm.