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A6. Advertising & Marketing Alcohol
1 January, 2013
Submitted: 27 April, 2015
Please describe what are you have done over the last year to ensure that your products are marketed responsibly (2000 characters limit):
We train all our marketeers and relevant agencies in 'The Diageo Marketing Code', and have an electronic approval process for all marketing and promotional activity which ensures that the Drinkaware guidelines and all relevant advertising codes are strictly adhered to. During 2013/14, we have also trained all relevant personnel in the new 5th Edition of The Portman Group Code. As a Portman Group council member, we have worked with the Portman Group, over the past 24 months, to develop and launch a new voluntary Sponsorship Code for England & Wales based on the code already existing and working in Scotland; developed by the Scottish Government Alcohol Industry Partnership. We will continue to not place alcohol adverts on outdoor poster sites within 100m of school gates.
Do you use the Drinkaware logo?
Are you signed up to the Portman Group Code?
Please describe the process you have in place to ensure your company does not advertise alcohol on poster sites within 100m of schools (2000 characters limit):
We achieve this by working closely with the individual media owners who enforce this regulation through the following procedures.
- All panels are assessed in distance to a list of school postcodes provided by the OMC @ 100m.
- The distance is measured to a postcode on the media owners mapping system so where exactly this centres will be different for every example, a geocoded postcode delivers a point that tends to be in the middle of the road the postcode represents.
- This is re-checked on an annual basis. Any panels that fall within 100m (or 150m in JC Decaux's case) are blacklisted and prohibited from being used for certain categories or campaigns with unsuitable creative. (which includes all Diageo advertising material
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