Brewers Association Welcomes ABAC Digital Marketing Guidelines



The Brewers Association is a participant in the Alcohol Beverages Advertising Code (ABAC) and welcomes the Best Practices Guidelines for Digital and Social Media launched today. The advice is intended as guidance to assist alcohol advertisers and agencies in the management of digital marketing particularly relating to age-affirmation and moderation of user generated content.

ABAC brings together all major Australian alcohol beverages’ manufacturing and marketing industry associations and key advertising, media and consumer bodies. Federal and State Governments are also key stakeholders being represented on the Management Committee of the Scheme. Further, two public health specialists, approved by governments, are members of the adjudication panel. Under The ABAC Scheme, guidelines for advertising have been negotiated with government, advertisers have access to the pre-vetting service, consumer complaints are handled independently, but all costs are borne by industry.


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