Responsible Consumption
Our aim is to turn people's drinking habits for the better. Accordingly, we promote responsible drinking and invest in educational programs to prevent the harmful use of alcohol.
Responsible Consumption
Our aim is to change people's drinking habits to healthier ones by educating and informing consumers, enabling them to make informed choices.
Promoting Responsible Consumption
Our commitment to promoting responsible consumption is one of the key pillars of our action plan for the Spirit of Progress. Globally, we share messages that raise awareness about underage consumption, binge drinking and the dangers of drunk driving, and use our brands to highlight the importance of responsible drinking. Through DRINKiQ, our aim is to offer global information that helps people make well-informed decisions..
Diageo's Code of Marketing
In line with responsible marketing, it designs its brands exclusively for adults and operates in compliance with the Diageo's Marketing Code. All product labels feature information on alcohol content and responsible consumption. Additionally, further information is available to consumers through the product advice line (444 46 39). In accordance with Diageo's Alcoholic Beverage Information Policy (DABIP), legal obligations and self-regulatory rules are fully complied with.
What Actions Are We Taking In Our Responsible Consumption Approach?
We have a strong history of ensuring that our brands promote only responsible consumption, and our marketing teams continually find innovative ways to encourage it. Diageo's Marketing Code establishes the minimum standards for responsible marketing and serves as the cornerstone of our corporate culture. Outlining how we and everyone we collaborate with should act, it applies across all our markets, and guides every aspect of our marketing activities.
DRINIQ
Accurate information helps consumers make informed choices, and DRINKiQ is one of our key tools for encouraging responsible consumption and tackling the harmful use of alcohol.
Preventing Early Alcohol Consumption
We have long-run awareness programs to prevent early drinking and are committed to educating 10 million young people, parents, and teachers by 2030. Smashed is an award-winning program developed by Collingwood Learning, designed to educate young people about the dangers of early drinking. We are proud to deliver this program through both live performances and online platforms.
Changing Attitudes to Drink-Driving
We have been tackling drink-driving for a long time through a range of interventions. By 2030, we are committed to reaching 5 million people and changing attitudes toward drink-driving. In collaboration with the United Nations Institute for Training and Research (UNITAR), we launched "On the Wrong Road", an interactive learning experience where players can interact with someone who has been drinking and driving. In addition, we are educating players about the effects of alcohol and the dangers of drink-driving through a digital game called “Sober vs. Drink Driving.”
