SWA members include drinks giants Diageo, Allied Domecq, Chivas Brothers and Whyte & Mackay.
The code will govern all UK brand activity, includ-ing advertising, promotions, websites, sponsorship and text messaging.
An independent complaints panel will have the power to enforce sanctions on brand owners that breach the code. Fines will be imposed and the SWA will advise retailers, local auth-orities and other regulators of its decision.
Panel members include Jack Law, chief executive of Alcohol Focus Scotland, Candace Currie, director at the Child and Adolescent Health Research Unit at the University of Edinburgh, and Gordon Millar, former chief executive of the Scottish Beer and Pub Association.
The code builds on plans by whisky brands to address binge-drinking, such as warnings on labels and in ads.
It also supports the government's sensible drinking campaign, working with guidelines from the Advertising Standards Authority, The Portman Group and Ofcom.
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