Code of Responsible Practices for Beverage Alcohol Advertising and Marketing
Within months of the repeal of Prohibition, leaders in the distilled spirits industry approved their first voluntary Code of Responsible Practices. Throughout the decades, the Code has embodied the high standards and commitment to responsibility that have been the touchstone of the Distilled Spirits Council (DISCUS) member company advertising practices.
The DISCUS Code applies to all activities in the United States undertaken to advertise and market distilled spirits, as well as beer and wine brands marketed by DISCUS members. The Code also covers the advertising and marketing of distilled spirits brands of non-DISCUS members.
The Code covers both the responsible placement and content of beverage alcohol advertising and marketing materials, as well as provides detailed digital and media buying guidelines.
Eighty-five years ago, leaders in the spirits industry showed a great sense of duty and dedication in developing an effective self-regulatory system that has stood the test of time. Through the industry’s voluntary advertising and marketing code, the spirits industry’s commitment to responsibility remains steadfast.Chris Swonger, President and CEO