Presentation to the European Union\'s Alcohol & Health Forum\'s Marketing & Communications taskforce, outlining how Diageo applies the same rigour of self-regulation to new/digital media as more traditional advertising. (May 2008)

1. Self-regulating new media "Success in this is defined as excellence in execution of responsible and effective digital marketing communications, that are respected by our consumers, competitors, peers, regulators and even our critics ." Rob Malcolm President Marketing, Sales & Innovation

4. Digital Code - 3 key components of any great digital execution 1.Digital Industry Best Practice Generic requirements that are expected in any Digital execution e.g Terms of Use, Accessibility, Security, Permission Marketing, Privacy Statement 3. Diageo Internal Best Practice Features that demonstrate Diageo standards e.g. DMC, “How To” Guidelines, Consistent Application. 2. Alcohol Category Best Practice Features that are expected from sites in this sector, e.g. Age Checking, Social Responsibility, Content Labelling, and Country of Access

11. Thank you! Clayton Ford Global Manager, Responsible Marketing & Innovation