DISCUS updates ad/marketing code

The Distilled Spirits Council of the U.S. (DISCUS) today announced several changes to its "Code of Responsible Practices" governing the advertising and marketing of more than 2,800 spirits, beer and wine brands marketed by DISCUS members.

Among the key changes:

• Detailed product placements guidelines for movies, television programs, music videos and video games.

• No supplier-sponsored promotions in licensed establishments on college/university campuses.

• No drinking games rewarding or encouraging excessive/abusive consumption as part of supplier-sponsored promotions.

• More detailed “buying” guidelines for radio and new guidelines for newspaper placements.

• Code compliance seminars on placement and content for members and non-members.

“These new provisions reflect the spirits industry’s continued commitment to responsible advertising,” said Peter Cressy, DISCUS president and CEO. “As marketing communications evolve, so too does the industry’s 74-year-old code. We remain steadfast in our commitment to abide by the code regardless of the medium.”

First adopted in 1934, the code has periodically been revised as the marketplace and technologies have changed. It was last updated in 2003.

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