Brands, and the way they communicate, have a significant influence and voice in the societies in which they operate. This influence can be positive, with brands being seen as valued actors in building a better world, or it can be negative, as in the case of damaging marketing messaging or greenwashing.

The Advertising Standards Agency’s annual report for 2023 revealed that the number of complaints about ads has increased – receiving 39,034 complaints (up 16%) about 25,041 ads (up 19%), showing how marketing communications are increasingly under scrutiny, and the importance of getting it right.

We believe in the purposeful and positive power of our brands and know that the trust earned through the responsible marketing of our drinks is core to our success and growth as a company. That’s why we have launched our new responsible code of marketing and communications – the first time we’ve had one aligned code across all our European markets. It is designed to ensure our marketing aligns with current regulations while reflecting our commitment to integrity, sustainability and social responsibility. 

The code ensures that our employees are accountable for the marketing and communication of our brands, and that they adhere to the highest standards of responsibility. Some of the areas covered in the code include:

Our commitment to not directly market to children under the age of 16Responsible consumption and the importance of giving consumers nutritional information about our products so that they can make informed decisions and positive choices about what they consume Guidance on the marketing of alcohol products, to reflect the growing expansion of our business into alcoholic beverages
Ensuring that we respect our commitments to sustainability and reduce our impact on the environment.

We are committed to using the power of our brands responsibly and will carry on creating long-lasting impact where possible. Through continuous training and collaboration across our teams, we ensure that everyone involved in our promotional activities understands the importance of responsible marketing. By doing so, we uphold our purpose to inspire positive change in the world around us while delivering quality drinks to our consumers.

The trust that is earned through responsible marketing of our products is core to our success and growth as a company. It is the way that we bring our core value of Growing for Good to life, for our employees and consumers.

Francois Bazini, Chief Marketing and Innovation Officer, SBFE