High number of breaches on alcohol packaging standards

The Alcohol Beverages Advertising Code (ABAC) in Australia has continued to see high levels of activity this quarter, with 53 new complaints and 23 determinations.

ABAC spokesperson Harry Jenkins said the organisation had seen a higher number of breaches over the past year, with the most notable increases relating to packaging and social marketing.

“Over the past 12 months the panel found 15 alcohol labels in breach of ABAC standards, up from four in the previous 12 months, with most of the breaches relating to the prohibition on alcohol packaging having strong or evident appeal to under 18s,” Jenkins said.

“The past quarter has seen this to be the most common standard breached across marketing types, attributable to five breaches of product packaging.”

ABAC engaged Youth Insight to provide observations on the themes, designs and imagery that 14- to 17-year-olds find strongly appealing and unappealing in product marketing in light of the trend.

Jenkins said the work will assist ABAC panelists and pre-vetters in assessing alcohol marketing communications against the relevant ABAC standard.

It has also been used to update the ABAC Guidance Notes and Alcohol Packaging Compliance Guide to assist alcohol marketers to meet this standard.

“ABAC strongly encourages all alcohol companies, their marketing staff, agencies and designers to proactively take measures to achieve compliance with responsible alcohol marketing standards, with particular attention to packaging and social marketing,” Jenkins said.

ABAC urged alcohol marketers to visit its website, which includes various resources to show what is and isn’t acceptable when marketing alcohol. The organisation is also hosting its annual industry webinar in November, which is suitable for those involved in alcohol marketing in Australia.

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

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