The Drinks Federation of South Africa (DF-SA)'s campaign supports a renewed commitment to ethical standards and accountability in how alcohol products are advertised, promoted, and communicated to the public.
What the campaign is about
Small Print, Big Impact serves as a practical and educational resource for producers, brand managers, marketers, and communication teams throughout the alcohol value chain. The campaign provides guidance, tools, and training materials that help stakeholders understand and apply the Alcohol Industry Communications Code of Conduct (CCoC) – a self-regulatory framework adopted by the industry to promote responsible messaging and protect consumers.
The CCoC outlines standards that ensure marketing communications are socially responsible, do not target minors, avoid misleading claims, and do not glamourise alcohol products or consumption. It also includes specific provisions for in-person brand experiences, such as on-site tasting rooms, hospitality venues, and brand homes.
Why responsible communication matters
South Africa’s alcohol industry plays a significant role in the national economy and in the cultural fabric of the country. As a key part of South African society, the alcohol industry has a responsibility to market its products in a way that respects consumers and demonstrates integrity. Responsible communication is not only good business practice - it’s the right thing to do. By promoting products in a socially conscious and ethical manner, the industry helps build a culture of respect, trust, and accountability.
Angela Russell, CEO of the Drinks Federation of South Africa, says: “This campaign is about more than compliance. It’s about building a culture where responsible marketing is standard practice - one that reflects our industry’s shared values and our commitment to the public we serve.”
What we want to achieve
The goal of Small Print, Big Impact is to make the Communications Code of Conduct widely understood and actively implemented across the sector. Whether you’re designing a social media campaign, setting up a retail display, managing an event, or welcoming visitors to your brand home, every consumer touchpoint is an opportunity to communicate responsibly.
The campaign encourages producers, marketers, retailers, and hospitality partners to:
- Review and apply the CCoC in all marketing activities
- Use the campaign toolkit to train teams and assess existing materials
- Incorporate mandatory responsible messaging across digital and physical spaces
- Join a growing movement of brands committed to ethical engagement
A call to action
DF-SA urges all members of the alcohol industry – from vineyards and breweries to retail groups and agencies – to champion responsible marketing by adopting the Communications Code of Conduct in everyday operations. Together, we can ensure that alcohol is promoted in a way that respects consumers and builds a sustainable industry future.
Download the full Code here: https://www.drinksfederationsa.co.za/code-of-conduct
For media enquiries contact: kelebogile@zindela.co.za or 078 804 6604
About DF-SA
Launched on 3 November 2022, the DF-SA is a united, purposeful, and proactive endeavour to bring together the whole drinks industry for good. For the first time, South Africa's producers of beer, wine and spirits of all shapes and sizes are joining hands and inviting the tens of thousands of businesses who rely on them for their livelihood to help make South Africa a more prosperous, just, and safer place. It's a bold ambition. They welcome everyone to join them in making the ambition a reality. To learn more about the Drinks Federation of South Africa, visit www.drinksfederationsa.co.za
Drinks Federation of South Africa. United for Good.