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Diageo Marketing Code

We are passionate about our brands and are dedicated to marketing them in a way that reflects the highest standards of decency, taste and responsibility. To assist in our efforts, we have one of the strictest codes of practice in the industry. The Diageo Marketing Code is our mandatory minimum marketing standard, governing us, and any third parties with whom we partner. It applies across all markets, and guides every aspect of our activities and decision making.

Digital Code of Practice

Our Digital Code of Practice, which complements the Diageo Marketing Code, sets out principles for digital marketing. These include ensuring that marketing is only ever directed at adults over the legal purchasing age, monitoring user-generated content, and consumer privacy. In 2014, we updated the Digital Code of Practice, as part of the Global Beer, Wine and Spirits Producers Commitments.

Keeping pace with cultural change

We review the code every 12 to 18 months to ensure it addresses evolving issues in the marketplace. This is especially important in the fast-paced world of social media and other innovations.

Abiding by market regulations

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 is available in the Annual Report.

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