Spirits Industry Updates Advertising Code to Cover Non-Alcoholic Drinks and College Sports Marketing

The Distilled Spirits Council of the United States (DISCUS) has released a new edition of its Code of Responsible Advertising and Marketing Practices. The announcement was made in Washington, D.C., and marks a significant update to the voluntary guidelines that have governed spirits advertising since the end of Prohibition. The revised Code introduces several changes aimed at clarifying existing rules and adapting to current industry trends.

One of the most notable updates is the explicit inclusion of non-alcoholic beverages under the Code’s scope. While DISCUS members have traditionally followed these guidelines for their non-alcoholic products, the new edition makes it clear that advertising and marketing for non-alcohol versions of established alcohol brands or categories must comply with the same standards as their alcoholic counterparts.

Another key change addresses marketing on college campuses. The updated Code now specifically prohibits spirits companies from purchasing naming rights to college sports stadiums. This revision strengthens previous restrictions on campus marketing, which already limited most forms of alcohol promotion at colleges, with only a few exceptions allowed.

The new edition also introduces an alternative rapid complaint resolution process. Under this system, concerns about advertising or marketing materials can be submitted through an informal inquiry. Advertisers then have three business days to address any alleged violations before a formal review is initiated. This process is designed to provide a faster and less formal way to resolve issues, especially for complainants who prefer not to engage in a full review board proceeding. DISCUS will track these informal inquiries and report annually on the number received, the nature of the complaints, and whether they involved DISCUS members or other parties.

Courtney Armour, Chief Legal Officer at DISCUS and liaison to the Code Review Board, explained that these changes are part of an ongoing effort to keep the Code relevant as social norms and technology evolve. She emphasized that the redesign improves clarity around certain provisions and demonstrates a commitment to responsible marketing practices.

Mary Barrazotto, Chair of the DISCUS Code Review Board and Deputy General Counsel at Brown-Forman, said that the revised Code reflects the industry’s dedication to responsible advertising directed at legal-age adults. She noted that making the Code easier to understand and use will help ensure continued compliance across the industry.

Since its adoption nearly 90 years ago, the Code has set standards for spirits advertising that go beyond what is required by law or regulation. According to DISCUS, there has been full compliance with decisions made by its Code Review Board among member companies, and high levels of compliance among non-members as well. The Federal Trade Commission has repeatedly recognized the effectiveness of this self-regulatory approach, citing it as a model for other industries.

The new edition of the Code comes at a time when both consumer expectations and regulatory scrutiny are increasing around alcohol marketing practices. By updating its guidelines and introducing new procedures for rapid complaint resolution, DISCUS aims to maintain public trust while supporting responsible business practices within the spirits industry.