Lifeline's Code of Practice for Drugs Communication Products

As the nature and responses to drug use have changed, we have recognised the need to clarify and more clearly define the mission of our publications. To this end, we have developed a code of practice that we will apply to all Lifeline publications and communications.

Our publications catalogue (both printed and online) explicitly states the aims and objectives of each publication. Each new publication where practical (i.e. if space permits) will also carry the aims and objectives and our existing publications will be updated as they are reprinted.

Lifeline Project
Code of Practice for Drugs Communication Products

Communication Content

All products will:

  • Be designed for a specific target group in response to identified need via research / evidence base.
  • Meet specified aims and objectives.
  • Be guided by existing data, avoiding use of techniques known to be ineffective.
  • Materials will be updated as required to address emerging problems and new research evidence.
  • Be responsive to the norms and values of the identified target group.
  • Aim to promote, using styles and language appropriate to the target group, changes in behaviour and/or attitude relating to the specified health and social issues.
  • Include up-to-date, accurate and credible information appropriate to the target group.
  • Be inclusive, insofar as is possible within the target group, in terms of gender, sexuality, disability, culture and ethnicity.

Communication Format

Each product will:

  • Clearly identify its target group, including an age-rated system of classification.
  • Have, wherever possible, the specific aims of the communication clearly stated in a prominent position.
  • Where it is not practically possible for the specific aims to be clearly stated (e.g. small information post cards), the product will inform consumers where to get further information (e.g. catalogue, website, compliment slip etc.).

    • Communication Marketing and Distribution

    Advertising and marketing materials (websites, catalogues, flyers, posters and all other forms of promotion materials) relating to each product will:

    • Contain the clearest warnings about the content of the product.
    • This will include warnings of any explicit uses of language and/or imagery, and provide guidance about the age range for which it is intended.

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