Advertising Standards Bureau Review of Operations 2014 | Page 107

10. Alcohol Beverages Advertising
(and Packaging) Code
1. Preamble
The ABAC Responsible Alcohol Marketing Code
is designed to ensure that alcohol is marketed in
a responsible manner. Signatories to the Code
are committed to ensuring that their marketing
complies with the Code’s spirit and intent. The

(b) The Code does NOT apply to:
i.

ii. information in company annual reports,

iii. the name or packaging of a product,
including the use of a trademark
on a product which a supplier can
demonstrate, to the satisfaction of the
Adjudication Panel, had been supplied

for bona fide retail sale in the ordinary
course of business in Australia prior to 31
October 2009;

2. Application
(a) The Code APPLIES to all Marketing

iv. point of sale Marketing Communications
initiated by Alcohol Beverage retailers
(as these are regulated by liquor licensing
legislation), provided that a producer
or distributor of Alcohol Beverages
has no control over the point of sale
Marketing Communication;

Communications in Australia generated by or
within the reasonable control of a Marketer,
except as set out in Section 2(b). This includes,
but is not limited to:

-

brand advertising (including trade
advertising)

-

competitions

-

digital communications (including
in mobile and social media and user
generated content)

-

product names and packaging

-

advertorials

-

alcohol brand extensions to non-alcohol
beverage products

-

point of sale materials

-

retailer advertising

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Communication must NOT:
i.

v.

Sponsorship;

vi. the placement of a Marketing
Communication, except to the extent
that placement may impact on how the
Marketing Communicatio n is understood
in accordance with section 4.

show (visibly, audibly or by direct

implication) or encourage the excessive

or rapid consumption of an Alcohol

internal company communications;

AANA Code of Ethics and media-specific codes

by assisting industry to achieve high levels of
responsibility in the management of its marketing.

(a) Responsible and moderate portrayal
of Alcohol Beverages A Marketing

corporate public affairs messages or

Code complements Australian legislation, the

relevant to the placement of marketing. From
time to time, the ABAC Scheme may publish
best practice advice to industry. That advice does
not form part of the Code but complements it

Materials or activities whose sole purpose
is to educate about misuse or abuse of
alcohol beverages and which do not
include a company’s product branding;

3. Standards to be applied

Beverage, misuse or abuse of alcohol
or consumption inconsistent with the
Australian Alcohol Guidelines;
ii. show (visibly, audibly or by direct

implication) or encourage irresponsible or

offensive behaviour that is related to the
consumption or presence of an Alcohol
Beverage;
iii. challenge or dare people to consume an
Alcohol Beverage; or

iv. encourage the choice of a particular
Alcohol Beverage by emphasising its
alcohol strength (unless emphasis is
placed on the Alcohol Beverage’s low
alcohol strength relative to the typical
strength for similar beverages) or the
intoxicating effect of alcohol.
(b) Responsibility toward Minors A Marketing
Communication must NOT:
i.

have Strong or Evident Appeal to
Minors;

Marketing Collateral

Review of Operations 2014

ii. depict a person who is or appears to be
a Minor unless they are shown in an
incidental role in a natural situation (for
example, a family socialising responsibly)
and where there is no implication they
will consume or serve alcohol; or

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