ABAC issues guidance on responsible alcohol marketing

The Alcohol Beverages Advertising Code (ABAC) has had a busy start to 2023, with an increase in advertising complaints compared to the same quarter last year.

Harry Jenkins AO, Chair of ABAC, said that the increased number of panel determinations means ABAC has been able to provide the industry with much-needed guidance on responsible alcohol marketing.

"After a return to pre-Covid patterns in 2022, an increase in ABAC Adjudication Panel determinations this quarter has provided valuable guidance for the alcohol and advertising industry on responsible alcohol marketing," he said.

According to ABAC's first quarter report, 57 complaints were considered in Q1, with 23 reaching a determination. Of those 23 determinations, nine were upheld, and 14 were dismissed.

857 'pre-vet' cases were also reported, a process where marketing material can be lodged for revision before being released to the market. The report noted the "high levels of pre-vetting activity continued the upward trend seen over the previous six years".

As well as their first quarter report, ABAC recently published their Year in Review for 2022. Jenkins said that ABAC's new measures to monitor alcohol marketing have had good results.

"Independent pro-active compliance monitoring conducted by JWS Research was an important new measure commissioned by ABAC for the first time in 2022.

"The findings prompted a range of actions, including strengthened educational resources for industry to complement the ABAC Pre-vetting Service, which pro-actively checks alcohol marketing for ABAC compliance before it reaches the market.

"After reaching the market, a second process, the independent ABAC Adjudication Panel reviews and adjudicates on any complaints received from the public about alcohol marketing.

"I am encouraged that all breaches arising from complaints received in 2022 resulted in the voluntary removal, discontinuation or a commitment to modify the material. This combination of effective proactive and reactive measures ensure a strong regulatory system," he said.

Going forward, Jenkins urges marketers to be on guard against implementing campaigns that contravene ABAC standards.

"Alcohol marketers need to continue to be aware that references to excess consumption of alcohol are not permitted and will not be saved by the use of humour. Likewise suggestions of alcohol causing or contributing to health benefits or sexual success cannot be used," he said.

Jenkins also referenced several cases this quarter that had a "strong and evidence appeal to minors" and issued a "reminder to companies to take care when using confectionery and soft drink themes that hold nostalgia for adults to ensure those themes do not continue to hold strong appeal to minors currently."

In light of recent activity, ABAC will soon release a revised Responsible Alcohol Marketing Code as well as updated guidance notes and online training materials.

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