As good corporate citizens, we believe that well-constructed self-regulatory codes can be more effective and credible than government regulation and legislation. Self-regulatory codes allow for speedy resolution of issues without compromising legitimate advertising and promotional needs.

Our participation in such organizations commits us to adhere to industry codes on the responsible marketing and promoting of our products; to place moderation statements on our consumer advertising; and in many markets to place statements on our products to remind consumers to enjoy our brands responsibly.

Of course, we are strong supporters of improving the self-regulatory process, whenever possible.

As founding members of the Distilled Spirits Council of the United States (DISCUS), Bacardi USA has made significant improvements in the Code of Responsible Practices for Beverage Alcohol Advertising and Marketing within the last few years. We have made the Code Review process more transparent, through the issuance of semi-annual reports, increased the demographic reach for media advertising to a minimum 70% of the audience above the legal drinking age, instituted new guidelines regarding demographic data and advertising placements, and further strengthened how we advertise in magazines and on branded apparel, to maintain our objective of directing our advertising to those above the legal drinking age.

In Europe, we are represented on the Council of the European Spirits Organization (CEPS), and are members of the Scotch Whisky Association, as well as the Gin and Vodka Association. We support the guidelines issued by these organizations that cover advertising, promotions, public relations, and sampling programs, and give specific guidelines on avoiding appealing to underage consumers. In the United Kingdom, we support the industry-launched Social Responsibility Standards for the Production and Sale of Alcoholic Drinks.