Diageo Marketing Code

Alcohol beverages bring pleasure to millions of adults every day, all over the world, as they have done for thousands of years. Many of the brands that these people enjoy are Diageo brands. We are proud of the unique part that alcohol plays in the social lives and celebrations of many cultures. Yet we also recognise that alcohol beverages may be consumed irresponsibly, creating problems for the individual and for society as a whole. Diageo therefore has a responsibility to ensure that its brands are advertised and marketed responsibly.

For this reason, a Diageo code of marketing practice was developed, to give guidance to all those involved in the marketing of our brands. Three years after the launch of this code, the company commissioned an independent auditor to review both the provisions of the code itself and the compliance procedures that were in place within the company. We also asked for views from a range of external stakeholders. This updated and revised Code of Practice takes into account both the findings of the audit and the comments received from external stakeholders. We believe it gives our brand teams clearer guidance about the standards of responsibility that we expect from them.

> View the Diageo Marketing Code

Diageo's approach to responsible marketing

Diageo seeks to build market share in a competitive environment and our aim is to have Diageo's marketing activities recognised as the best in our industry, setting the standards for responsible marketing.

Our Diageo Marketing Code (DMC) sets minimum standards of practice for all Diageo marketing and sales activities around the world. Responsibility and accountability for compliance with the letter and the spirit of the DMC rests with the owner of the activity. Establishing a strong track record in responsible marketing is key to building Diageo's reputation. To achieve this we must be aware of, and reflect, the changing external environment at all times.

In addition to the Diageo Marketing Code, an Everyday Guide has been developed specifically for the GB market.

> DMC everyday guide