The Alcohol Beverages Advertising Code (ABAC) has revealed there were a record number of breaches by drinks companies in the final quarter of 2019. Among the 22 ABAC breaches, seven were by Pirate Life.
The advertising watchdog has warned brands to closely monitor their packaging and social media posts.
“Unusually, this quarter saw a number of breaches related to marketing that implied it is acceptable to consume alcohol before undertaking activities that require a high degree of alertness or physical co-ordination, such as swimming, cycling and driving,” ABAC chairman Harry Jenkins said.
“Alcohol consumption in conjunction with these activities is inconsistent with the intent of the Code.
“Other breaches this quarter included packaging that was found to have strong or evident appeal to minors, including potential confusion with soft drink or confectionary products.”
ABAC has published an Alcohol Packaging Compliance Guide which Jenkins urged alcohol manufacturers to read.
ABAC also noted that a number of complaints related to social media posts that were several years old.
“It is important to audit a brand’s entire digital marketing presence, particularly when purchasing a new brand," it said in its quarterly report.
Jenkins added: “It is important that agencies and staff developing social media for alcohol producers, distributors and retailers are familiar with ABAC standards and understand the need to market alcohol responsibly.
“While social media is still a relatively new area of marketing, it is well enough established that marketers should be complying with ABAC rules. The ABAC website is a good place to start. It includes resources that can assist, including detailed Guidance Notes and a Best Practice Guide for Digital Alcohol Marketing.”
Among the ABAC breaches by Adelaide brewer Pirate Life were Pirate Life Iced Coffee Milkshake, with the complaint stating that an Instagram post and branding will appeal to minors and associates the beer with a soft drink (Farmers Union Iced Coffee) through the name, colour and style of beer.
The ABAC standard is that alcohol marketing cannot have strong or evident appeal to minors or create confusion with a soft drink.
ABAC upheld the complaint and the post was removed.
Pirate Life IIPA attracted a complaint that an Instagram post suggested circus tricks in an accompanying video were performed after consuming a few cans of beer.
The ABAC standard is that alcohol marketing cannot show or directly imply the consumption of alcohol before or during an activity that, for safety reasons, requires a high degree of alertness or physical co-ordination.
The complaint was upheld and the company removed the posts found to breach the ABAC standard.
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