Diageo is committed to the responsible marketing of its brands and effective self-regulation across the industry
For Diageo, world class marketing means responsible marketing. 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 may be consumed irresponsibly, creating problems for individuals and for society as a whole. We are committed to advertising and marketing our brands responsibly.
We are committed to internal self-regulation, as mandated by our own internal Diageo Marketing Code. This Diageo code applies in addition to industry codes and government regulations, and sets the minimum global standards of practice for all Diageo marketing activities around the world including advertising, promotions, brand innovation activities, consumer PR and the development and content of websites.
Diageo is committed to self-regulation for the industry and is a member of leading NGOs and SAOs including the International Centre for Alcohol Policies (ICAP), the European Forum for Responsible Drinking, the Portman Group, DISCUS and The Century Council.