Australia's Alcohol Marketing Code is World's Best Practice

21/05/2015

 

The Brewers Association believes that regulation of advertising in Australia meets community expectations and drives a culture of responsible marketing in the beer industry.

“The beer industry maintains a high standard of social responsibility and actively supports advertising codes that are among world’s best practice”, said Mrs Denita Wawn, CEO of the Brewers Association.

Extensive community research was undertaken in 2013 by the Alcohol Beverages Advertising Code to test if it was meeting community standards and results showed that in most cases the Code exceeded standards expected by the public.

The beer industry continues to develop and build on advertising standards, and has recently:

  • Developed Best Practice for the Responsible Marketing of Alcohol Beverages in Digital Marketing
  • Run TV advertising to increase awareness of the code and how the public can make a complaint.
  • Launched an updated ABAC Responsible Alcohol Marketing Code to ensure best practice.

“Any member of the public can complain about any alcohol ad, and those concerns are heard by an independent Complaints Panel.”

Ads found in breach of the Code are removed or modified.

Background:

  • The ABAC Scheme which manages The Responsible Marketing of Alcohol Beverages in Digital Marketing Code regulates the content of all alcohol marketing in Australia. Subject to regular reviews, the Code reflects community expectations and changes in the media and advertising industries.
  • The ABAC Scheme is a quasi-regulatory system, with a Government representative appointed to its Management Committee. The operation of the Code is fully funded by industry.
  • The Alcohol Advertising Pre-vetting Service provides independent, confidential advice to advertisers on whether proposed advertisements comply with the Code.
  • The independent ABAC Adjudication Panel, headed by the Chief Adjudicator, Professor the Hon Michael Lavarch AO, considers public complaints about alcohol marketing that fall within the jurisdiction of the Code.
  • Alcohol marketing also complies with the AANA Code of Ethics, and any complaint which falls into this jurisdiction around health, safety and general standards of taste and decency are considered by the Advertising Standards Bureau.

 

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