The Code for the Naming, Labelling, Packaging and Promotion of Liquor came into force last week.

The Code provides self-regulatory guidelines relating to the naming, packaging and promotion of alcohol beverages.

The aim of the code is to prevent inappropriate marketing strategies that ultimately lead to the tainting of the reputation of the drinks industry as a whole.

The proposed new regime will be administered by the Advertising Standards Authority (ASA) and will compliment a separate code of practice for advertising in print, television, radio and outdoor medias.

“Up until now we haven’t had the infrastructure in place to enforce inappropriate or unethical marketing and promotion, so we support this common sense regime, as it will keep in check the few industry cowboys with a tendency to push over the boundaries,” Chief Executive of the Distilled Spirits Association, Thomas Chin said.

The proposed self-regulatory system will include an advisory service together with a complaints and enforcement process.

The enforcement system will involve advising retailers not to stock (or to de-list) offending products or promotions and the notification of complaints to relevant liquor licensing authorities for them to take whatever action is deemed necessary. This would be relevant in any licence renewal or grant situation.

The implementation of the new Code is another strong demonstration that the industry can self-police and that it is serious in proactively mitigating the placement of any unacceptable alcohol marketing and promotions.

The purpose of this code is to ensure that liquor naming, labelling, packaging and romotions will be conducted in a manner that is not inconsistent with the need for  responsibility, moderation, minimisation of harm, and minimisation of appeal and exposure to minors.

The code applies to all pre-packaged and bulk alcoholic drinks with an alcoholic strength above 1.15% abv, which are marketed for sale and consumption in New Zealand, including via websites. These include draught drinks and those served from permanent dispenser units or refilled from bulk tanks or containers(commonly referred to as “fill-your-own”). The Code also applies to homebrew and distillation kits.