United Kingdom: Scotch Whisky Association adds influencer rules to marketing code

The Scotch Whisky Association has revised its responsible marketing principles to include guidelines for influencers – third-party endorsers who shape audience attitudes through social media. The updated code reportedly states that paid influencers must effectively "age gate" their social media posts or channels, where possible; where effective age controls are not in place, paid influencers should be at least 25 years old; influencers must not be linked to harmful consumption; written agreements are required for paid content; and posts that do not comply with the code must be removed within 72 hours.