Responsible Marketing and Consumer Information

Diageo aspires to the highest standards of responsible marketing, and aims to provide consumers with information and tools to help them make responsible choices about drinking – or not drinking.

The Diageo Marketing Code is our mandatory minimum marketing standard, governing us, and the third parties with whom we partner. It applies across all our markets and guides every aspect of our activities, from research and development to marketing, promotion, and packaging. It includes, for example, a requirement to direct our marketing only at adults over the legal purchase age, and not to present moderate consumption or abstinence negatively. We review the code every 12 to 18 months to ensure it addresses evolving issues in the marketplace.

Our Digital Code of Practice, which complements the Diageo Marketing Code, sets out principles for digital marketing. These include ensuring that marketing is directed at adults over the legal purchasing age, monitoring user-generated content, and consumer privacy. These codes are mandatory for our research, innovation and marketing functions in all markets in which we conduct business.

We manage our business in strict observance of all local regulations and laws, including those governing marketing. We strive to abide by industry self- or co regulation codes in markets where they exist, and we work with others to establish them where they do not. More information about our marketing and communications performance is available in the Annual Report.

Consumer information

To make responsible choices, consumers need clear and accessible information to be readily available. The Diageo Alcohol Beverage Information Policy (DABIP) provide mandatory minimum standards for the information that must be included on our labels and packaging:

  • At least one, and up to three responsible drinking symbols ('do not drink and drive', 'do not drink during pregnancy', and/or 'do not drink under the legal purchase age') in conformance with the Global Beer Wine and Spirits Producers’ Commitments
  • Alcohol content
  • List of allergens
  • Recycling and sustainability symbols.

This mandatory information must appear in all geographies (where legally permitted), and on all Diageo-owned brands, by the end of December 2017. The DABIP are being implemented as we renovate packaging and introduce new products.

In March 2015, we announced our commitment to provide consumers around the world with alcohol content and nutrition information per typical serve – a first for any alcohol company. We will provide this information through Diageo's responsible drinking website ( and/or on-pack in a majority of Diageo's markets, subject to local regulatory approval, as soon as practicable.

Currently, there is no obligation to provide such information in markets worldwide, but we know that consumers are increasingly discerning about what they eat and drink to ensure a balanced lifestyle. We want to provide alcohol and nutrition information that consumers can quickly understand.


We also promote responsible drinking through the DRINKiQ website and through courses. Available in nine languages, with 22 specific country pages, aims to raise the 'collective drink IQ' by increasing public awareness of the effects of alcohol.

DRINKiQ courses aim to broaden understanding of alcohol issues and share tips for responsible drinking. In FY 2015 alone, more than 37,000 people have trained with DRINKiQ, including hospitality industry trainers, students, traffic police, bus drivers, members of the lifestyle media and professional sports clubs. In 2015, Diageo refreshed the training course and developed specific modules for women, drivers and bartenders. We have also built in measurement and evaluation to ensure that the course raises awareness of key facts about drinking and that participants are confident about sharing this knowledge with colleagues and friends. Delivering the course will help us towards our 2020 target of reaching one million adults with training materials that will enable them to champion responsible drinking.