ABAC updates guidance for digital marketing of alcohol

After a 15-month consultation process and independent community opinion research, the Alcohol Beverages Advertising Code (ABAC) Scheme released an updated set of standards and improved guidance for responsible digital marketing of alcohol.

The key changes, which were implemented this year, include:

• Stronger placement restrictions, including a higher adult audience requirement (80%) before an alcohol ad can be placed with a program and greater restrictions around direct marketing to protect the vulnerable.
• Extension of the Code to no and very low alcohol-styled beverages.
• Clearer restrictions preventing alcohol being positioned as a coping mechanism or negatively portraying the choice to abstain.

“The Code review highlighted the importance of keeping across the complex and rapidly evolving digital marketing trends and in December 2023 ABAC released a revised Best Practice Guide for Digital Marketing. The Guide outlines the application of ABAC Code standards to digital marketing and also explores best practice to assist companies in the responsible implementation and management of their digital marketing,” said ABAC Independent Chair Tony Smith.

For more information, visit www.abac.org.au.

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