The purpose of this Code of Conduct is to ensure responsible and ethical commercial communication within the alcohol industry, as set by the Drinks Federation of South Africa (DF-SA) and Aware.org members.
The Code encompasses all forms of alcohol marketing, promotion, and advertising, and aims to uphold high standards of responsibility and respect for human dignity.
The DF-SA is thrilled to introduce our self-test designed exclusively for professionals like you, who are passionate about maintaining the highest standards of responsibility and ethical conduct in all commercial communications.
Key Principles
This Code applies to all DF-SA and Aware.org members and covers all forms of brand marketing, promotion, and advertising of alcoholic beverages in all media. It excludes public service communications dedicated to responsible retailing, drinking, or social awareness educational initiatives.
Marketing and promoting alcohol should always demonstrate respect for human dignity.
All industry participants must comply with existing laws, regulations, and licensing requirements.
A proportionate approach to protect consumers and society from improper practices and provide fair resolution to complaints.
Standards
These guidelines outline responsible advertising practices in the alcohol industry.
They cover various aspects such as ensuring ads target predominantly legal drinking age audiences, depicting responsible drinking behaviour, avoiding promotion of excessive consumption, respecting societal norms by avoiding certain themes, providing accurate product information and health warnings, and refraining from depicting violence or illegal activities.
Complaints first go to the accused business for resolution. Unresolved complaints can be referred to the ARB for final decision.
ARB applies sanctions as per the Code of Advertising Practice, with further sanctions possible for members by the DF-SA.
Media
Marketing and promoting alcohol should always demonstrate respect for human dignity.
All industry participants must comply with existing laws, regulations, and licensing requirements.
A proportionate approach to protect consumers and society from improper practices and provide fair resolution to complaints.
Awareness
The DF-SA and its members will promote the Code via their websites and ensure it remains relevant through periodic reviews and updates.
Amendments: Changes to the Code can be proposed and adopted by the DF-SA leadership and Board of Directors.
Dissolution: The Code can be dissolved upon recommendation by the majority of the Board and approval by the Founding Members.
Lodge a complaint
Reach out to the ADVERTISING REGULATORY BOARD via their complaints portal HERE
Important things to remember when laying a complaint:
1. You must provide your name, contact information and ID number. Your contact information will be kept confidential.
2. Your complaint needs to be in writing and include as much detail as possible, including where you heard the ad (TV, Radio, Social Media, etc.) when you saw/heard the ad, and proof (if possible) of the advert in question.
3. If you can, contact information for the advertiser will assist the ADVERTISING REGULATORY BOARD with the complaints process,