The DF-SA's Communications Code of Conduct is an important step forward in encouraging ethical and responsible communication, promotion, and brand marketing in the alcohol industry. This Code highlights the industry's collective commitment to clear, honest, and responsible communications and safety through collaboration and Code adherence.
Communications Code of Conduct (CCoC) – Q&A
What is the Communications Code of Conduct (CCoC)?
The Communications Code of Conduct is a self-regulatory framework by the Drinks Federation of South Africa to promote responsible, ethical, and socially conscious marketing and communication practices. It sets clear standards to ensure that alcohol products are not marketed in ways that could mislead, encourage irresponsible consumption, or target vulnerable groups such as minors.
Who must comply with the Code?
Any entity involved in the production, marketing, promotion, sale, or distribution of alcohol in South Africa is expected to comply. This includes producers, brand owners, advertising agencies, retail outlets, hospitality venues, and event organisers.
Why is the CCoC important?
The Code ensures that marketing communications uphold the integrity of the industry and protect public interests. By following the CCoC, the industry demonstrates its commitment to:
- Preventing the glamorisation of alcohol use
- Avoiding marketing to underage individuals
- Promoting responsible consumption
- Aligning with ethical and legal standards
What does the Code prohibit?
Key prohibitions include:
- Targeting or appealing to individuals under the legal drinking age
- Associating alcohol consumption with social or sexual success, athletic performance, or personal achievement
- Making health-related or misleading claims
- Encouraging excessive, rapid, or peer-pressured drinking
What types of communication are covered?
The Code applies to all forms of alcohol-related communication, including but not limited to:
- Television, radio, print, and outdoor advertising
- Digital and social media
- Sponsorships and promotions
- Packaging and labelling
- In-person brand activations (tasting rooms, events, hospitality venues)
Can I work with influencers or run social media campaigns?
Yes - but follow these principles:
- Influencers must be 21+ and appeal to adult audiences
- Disclose partnerships (#Ad, #Sponsored)
- Moderate user-generated content
- Avoid suggesting that drinking leads to success or popularity
What must I include on my website or e-commerce platform?
Websites selling or promoting alcohol must:
- Include an age verification (18+) gate
- Display accurate alcohol volume and health warnings
- Avoid any claims that alcohol improves health or performance
- Provide clear privacy policies and opt-out options for marketing communications
How can a company or brand adopt the CCoC?
Businesses can adopt the Code by downloading it from the DF-SA website and integrating its principles into their brand guidelines, marketing plans, training programmes, and communication materials.
Download the Code: www.drinksfederationsa.co.za/code-of-conduct
Who enforces the Code?
The Advertising Regulatory Board (ARB) oversees enforcement of the CCoC and ensures compliance with advertising standards and regulations in South Africa.
Where can I get help or report a concern?
Support, resources, and the full Code are available on the DF-SA website. Consumers and stakeholders can also:
- Log a complaint with the Drinks Federation of South Africa directly
- Lodge complaints with the Advertising Regulatory Board (ARB)
Visit: www.drinksfederationsa.co.za
