DF-SA raises the bar for communications standards in the drinks industry

The Drinks Federation of South Africa (DF-SA) has introduced the revised Alcohol Industry Communications Code of Conduct under its custodianship. The DF-SA is dedicated to fostering responsible and ethical communication practices in the drinks industry. 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, underscores this dedication: “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.

“The introduction of this enhanced Communications Code of Conduct signifies a pivotal moment in our ongoing efforts to promote responsible and ethical business practices within the drinks industry. By adhering to these principles, we aim to foster trust with consumers, strengthen our industry, and contribute to a healthier and more sustainable future for all.”

Furthermore, the Communications Code of Conduct embodies the DF-SA’s steadfast commitment to upholding the highest standards of ethics across all facets of communications. Key components of the code include:

• Responsible messaging – promoting responsible trading and consumption of alcoholic beverages and refraining from glamorising excessive or irresponsible drinking behaviours. Consumer health and well-being are top priorities.
• 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.2.
• Accuracy and transparency – ensuring all communication including advertising, marketing and promotional materials is accurate, truthful and transparent. Misleading or deceptive claims will not be tolerated.

Russell further emphasises, “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 introduction of this Communications Code of Conduct signifies a pivotal moment in the the DF-SA’s ongoing efforts to promote responsible and ethical business practices within the drinks industry. By upholding these principles, it seeks to build consumer trust, enhance the industry and promote a culture of responsible alcohol trade and consumption for everyone.

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