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Responsible Consumption

Our goal is to positively change people's alcohol consumption habits. Therefore, we encourage our consumers to make responsible decisions, whether they choose to drink or not. We expect the same approach from all our employees under the Diageo Türkiye umbrella.

Overview

One of the fundamental pillars of our Spirit of Progress action plan is to promote responsible drinking. As Diageo, we reach millions of people worldwide with our messages that support changes in attitudes and behaviors, from underage drinking to excessive consumption, from drunk driving to social awareness. 

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Diageo's Goals for Responsible Consumption 

  • Reach 1 billion people with responsible consumption messages. 
  • Support positive change by raising awareness among 5 million people about drunk driving. 

Our Approach 

As a company aware of the importance of responsible consumption, we fulfill our responsibilities in cooperation with public and civil society organizations. We take care to offer our brands only to adults over 18, and we also inform ecosystem actors who have direct contact with consumers about responsible consumption. 

We support programs, policies and practices developed on issues such as drunk driving, underage consumption and excessive alcohol consumption. We encourage our consumers to make informed decisions, whether they choose to drink or not. We expect the same responsibility not only in Türkiye but from all our employees under the Diageo umbrella. 

According to the OECD's Health at a Glance 2019 report, Türkiye is among the countries with the lowest per capita alcohol consumption. Based on this data, as Diageo and Diageo Türkiye, we focus on three areas where we can make an impact: 

  • Encourage attitude and behavior change by working with government and stakeholders; adopt a zero-tolerance approach to problems arising from excessive consumption. 
  • Set high standards with a responsible marketing approach; provide transparent and accurate information about our brands to our customers and business partners. 
  • Support evidence-based regulations; encourage stakeholder dialogue at global, regional and national levels. 
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Responsible Marketing
Approach

Within our responsible marketing approach, we work with the highest standards to ensure our brands are consumed responsibly only by adults. We conduct our research, development and marketing activities in accordance with The Diageo Marketing Code; we fully comply with all industry regulations as well as our self-regulation rules.

On the labels of all our products:

  • Contact information for our product advisory line (444 46 39),
  • Information about alcohol content and responsible consumption,
  • Our "Drink Responsibly" logo is displayed.

We also adopt Diageo's Alcohol Beverage Information Policy (DABIP), ensuring consumers have access to accurate and reliable information.

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