The DF-SA says that, anchored in transparency, integrity and accountability, it prioritises consumer well-being and self-regulation at the heart of its mission.

Angela Russell, CEO of the DF-SA, says, "Our commitment to integrity and responsibility is the bedrock of our operations. As the new custodians of the Alcohol Industry Communications Code of Conduct, we have revised and enhanced the code to ensure it aligns with the evolving needs of our industry."

"We are united in our mission to self-regulate our industry for the greater good, working hand in hand with our stakeholders to champion responsible communication practices," adds Russell. 

According to the DF-SA, the introduction of this enhanced code signifies a pivotal moment in our ongoing efforts to promote responsible and ethical business practices within the drinks industry and contribute to a more sustainable future for all. 

Furthermore, the conduct embodies a steadfast commitment to upholding the highest standards of ethics across all facets of communications.

According to the DF-SA, the key components of the code include the following:

Responsible messaging
Promoting responsible trading and consumption of alcoholic beverages and refraining from glamorising excessive or irresponsible drinking behaviours.

Industry self-regulation
Embracing collective responsibility by holding ourselves and industry stakeholders accountable for upholding the principles outlined in the Code. Regular review and assessment of communication practices ensure compliance with industry standards and best practices.

Compliance with laws and regulations
Recognising the importance of complying with existing laws, regulations and licensing requirements. The code enhances these foundational responsibilities to further the aims of the National Liquor Act.

Accuracy and transparency
Ensuring that all communication, including advertising, marketing and promotional materials is accurate, truthful and transparent. Misleading or deceptive claims will not be tolerated.

Russell adds, "It's key for our industry to self-regulate and demonstrate our commitment to responsible communication. By proactively implementing and adhering to the code, we showcase our dedication to a culture of responsibility and accountability within the drinks industry." 

The FD-SA says that the introduction of this Communications Code of Conduct signifies a pivotal moment in its ongoing efforts to promote responsible and ethical business practices within the drinks industry.

"By upholding these principles, we seek to build consumer trust, enhance our industry and promote a culture of responsible alcohol trade and consumption for everyone," concludes the DF-SA. 

For more information, visit www.drinksfederationsa.co.za.

*Image courtesy of contributor