The Scotch Whisky Association (SWA) has published a new edition of its code of practice for the ‘Responsible Marketing and Promotion of Scotch Whisky’ with a brand new rule designed specifically for influencers.

The whisky association regularly updates its code of practice to keep pace with changes in marketing and its latest edition has updated guidance and rules with regards to influencer marketing.

The new rule identifies an influencer as “an independent third-party endorser who shapes audience attitudes through blogs, posts, tweets, and the use of other social media including game streaming platforms”.

“Our industry takes the responsible marketing of its products extremely seriously, and the Code underlines our members’ continued commitment to promote Scotch Whisky responsibly in our national and international markets,” SWA chief executive Mark Kent said.

“It’s important that we review our Code regularly to ensure that it keeps apace with developments in marketing, and this new guidance will ensure that the evolution of responsible promotional methods across digital channels are covered clearly and robustly.”

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The news comes months after five Pernod Ricard ads on Chivas Regal Whisky UK’s Instagram page were banned by the Advertising Standards Authority (ASA) for featuring under 25s.

The Committee of Advertising Practice (CAP) code requires that ads for alcoholic drinks should not show people who are or appear to be under 25 years old in a ‘significant role’.

In the ads, Bisola Otun (21 years of age) interviews a raft of musicians about their climb to success, with one of them being music artist Santino Le Saint who is confirmed to be below the age of 25.

The clips are also interspersed with clips of young people in a music club setting, holding bottles of Chivas Regal whisky and drinking from branded Chivas cups.