ABAC’s 2018 Annual Report has revealed five bottle shop breaches of its guidelines in 2018.
The Alcohol Beverages Advertising Code Scheme (ABAC) is the body responsible for overseeing complaints about alcohol advertising.
During 2018 the panel made 21 determinations that upheld public complaints about alcohol marketing communications.
Six of them related to bottle shop promotions.
1. A Liquorland advertisement on Spotify contained an “awkward moment” where a person said something when the surrounding party fell silent. Alcohol was then introduced in response to the embarrassing scenario with the tagline “We’ve got a drink for that at Liquorland”. ABAC found that the reasonable implication was that alcohol consumption will be an aid in overcoming the tense moment. In response, the advertisement was withdrawn.
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