The Distilled Spirits Council (DISCUS) has hosted a media buying summit.

The event, which was held yesterday (15 Nov), brought together industry leaders to share best practices for responsible media placement under the provisions of the association's voluntary advertising and marketing code.

"This conference was designed to bring together the very best minds in the industry to share best practices to ensure responsible placement of distilled spirits advertisements," said DISCUS president Peter Cressy.

The conference objectives were to enhance industry-wide compliance with the code's 70% 21 years and older demographic placement provisions, and to share ideas and discuss best practices in complying with the 70% standard.

Among the speakers at the conference were representatives from media research companies such as Arbitron, Nielsen, Mediamark Research and ComScore.

"The summit was a real nuts and bolts compliance meeting that demonstrates our commitment to be best-in-class in self-regulation," said Diageo's Carolyn Panzer, chair of the DISCUS Code Review Board.

Under the association's code of responsible practices for beverage alcohol advertising and marketing, beverage alcohol advertising and marketing should be placed only in a medium where at least 70% of the audience is reasonably expected to be 21 years of age or older.