The Diageo Marketing Code governs every element of the research, development and marketing of our brands. It guides us as we gather insights on adults of legal purchase age, as we develop products that appeal to these adults and as we package and promote all of our brands. The Diageo Marketing Code is firmly embedded within our research, innovation, sales and marketing functions in all markets in which we conduct business.
Alongside the Code is our Digital Code of Practice which takes account of the rapidly evolving nature of digital media and looks to set standards for marketing involving mobile phones, websites and social networking channels. The Digital Code of Practice governs age appropriate content on 3rd party sites; age affirmation tools for Diageo websites or digital assets; user-generated content moderation and consumer privacy.
In addition to its own Code, Diageo is committed to following the codes set down by the beverage alcohol industry whether these codes are self-regulated by the industry or co-regulated with governments or government bodies. As one of its sustainability goals, Diageo is striving to establish industry codes in its top 40 markets by 2013.
We recognise that many consumers want to make more informed choices about what they drink and as a responsible company we have consumer information policy: the Diageo Alcohol Beverage Information Policy (DABIP).
Diageo also provides information on allergens, alcohol content, responsible drinking reminders and DRINKiQ.com on labels where legal; nutritional information for our brands is provided on DRINKiQ.com, brand websites and consumer care lines.