Sixteen trade associations, in conjunction with the Scottish Executive, have launched Scotland’s Social Responsibility Standards initiative.

The scheme sets out the industry’s pledge to demand more responsible alcohol-related marketing and promotion by producers and retailers in Scotland.

Patrick Browne, CEO of the Scottish Beer and Pub Association (SBPA), said: “We’re determined to promote the highest possible standards. Pubs recognise that we have a role to play in addressing alcohol misuse, and this shows our commitment to working with the Executive to tackle these problems. We now have a framework on social responsibility for all the drinks industry to work on delivering.”

Initiatives covered by the standards include promotion of the Sensible Drinking Message, adherence to legislation and best practice on the advertising, marketing and retailing of alcoholic drinks, with particular guidance on promotions, and avoiding sales to underage or intoxicated consumers. Details: www.scotch-whisky.org.uk