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A Responsible Industry

We would like people to enjoy drinking Scotch Whisky, but it is important they do so responsibly. We want to be recognised as an industry leader in the promotion of responsible drinking and in our constructive engagement with national and international authorities to help reduce harmful drinking.

Responsible Drinking

Like any other form of alcohol, Scotch Whisky should be consumed in moderation. When consumed responsibly by adults, alcohol can be part of a balanced, healthy lifestyle and play a positive role in social occasions and celebrations.

CAP and the Scotch Whisky Action Fund

Since 2013 the SWA has funded the delivery of projects to tackle alcohol-related harm in Scotland, as an extension of our commitment to address harmful use of alcohol and promote responsible drinking.

Responsible Marketing

The Scotch Whisky industry takes very seriously its commitment to marketing its products to consumers in a responsible way. The industry has developed a Code of Practice setting out minimum standards for the marketing and promotion of Scotch Whisky brands in the UK and abroad.

Made to be Measured

Learn more about how Scotch Whisky is made to be measured, sipped and savoured responsibly.

news & commentary

17 September 2024

Scotch Whisky industry underpins its commitment to responsible marketing

Four new members appointed to Independent Complaints Panel

09 May 2024

We are recruiting: Deputy Director, International and Global Regulatory Affairs

The SWA is seeking a Deputy Director to join our International and Global Regulatory Affairs teams

08 September 2023

Scottish Government to Support ‘Made to be Measured’ Campaign

Partnership working across key areas discussed in meeting between First Minister and industry leaders.

31 October 2022

Scotch Whisky Industry Revises Marketing Code of Practice

The SWA has published the 5th edition of its Code of Practice for the Responsible Marketing and Promotion of Scotch Whisky.

01 July 2021

Aberdeen Safety Charity Supported with Further Year of Funding to Tackle Alcohol Misuse

The Scotch Whisky Action Fund has awarded continuity funding to Aberdeen safety charity Absafe.

09 November 2020

Distillers Provide Over £46,000 to Support Grassroots Projects Tackling Alcohol Misuse

The Scotch Whisky Action Fund has announced its support for five projects in Scotland working to tackle the impact of alcohol misuse.

29 July 2020

Commitment to Responsibility: SWA publishes revised Industry Marketing Code

The SWA has published the latest edition of its Code of Practice for Responsible Marketing.

07 June 2020

Tackling racism and inequality

A statement from the SWA on tackling racism and inequality.

16 July 2019

Complaint regarding responsible promotion of Scotch Whisky upheld

The Independent Complaints Panel has upheld a complaint against the Pure Scot brand.

publications

01 November 2022

Code of Practice: 5th Edition

The Code of Practice covers all commercial communications by members. This includes advertising, promotional materials and sponsorship. The 5th edition was published in November 2022.

30 September 2022

Code of Practice: 5th Edition

The Code of Practice covers all commercial communications by members. This includes advertising, promotional materials and sponsorship. The 5th edition was published in the autumn of 2022.

17 March 2022

Scotch Whisky Action Fund: Bright Light Report

Find out more about projects the Scotch Whisky Action Fund helped to support.

14 January 2021

Scotch Whisky Action Fund: 5 year Impact Report

Read more about the Scotch Whisky Action Fund's first five years.

27 July 2020

Matured to be Enjoyed Responsibly - latest edition (July 2020)

This latest report is a snapshot of the activities being undertaken by the SWA and member companies to promote responsible consumption of alcohol, and supporting initiatives to tackle misuse.