Alcohol Beverages Advertising Code (ABAC)

Any agency advertising beer, wine or spirits should be familiar with this Code and ensure compliance with both the letter and spirit (sic) of the Code.

The Australian Consumers Association, the ACCC and relevant Government Ministers through the work of the Ministerial Council on Drug Strategy were consulted in its preparation.

The Communications Council, beer, wine and spirits industry associations and the Federal Government are represented on the management committee administering the Code. Agencies and advertisers need to be aware that alcohol advertising is under constant community and government scrutiny.

The ABAC Code

All advertising for alcohol beverages is required to comply with both the AANA Advertiser Code of Ethics, which applies to all forms of advertising, as well as this specific Code.

In broad terms, advertisements for alcohol beverages must:

Present a mature, balanced and responsible approach to their consumption

And must not:

Have a strong or evident appeal to children or adolescents
Suggest that their consumption or presence may create or contribute to a significant change in mood or environment
Depict any direct association between their consumption – other than low alcohol beverages – and the operation of a motor vehicle, boat or aircraft or the engagement in any sport or potentially dangerous activity
Challenge or dare people to drink or sample a particular alcohol beverage and must not contain any inducement to prefer a beverage of higher alcohol content
Encourage consumption in excess of, or inconsistent with the Australian Alcohol Guidelines issued by the NHMRC.

A full copy of the ABAC Scheme including the Code and the Alcohol Advertising Prevetting Scheme can be downloaded here.

The scheme was prepared by the principals of Australian Associated Brewers (AAB); Distilled Spirits Industry Council of Australia (DSICA); Liquor Merchants Association of Australia (LMA) and Wine Federation of Australia (WFA).

Useful Links

Australian Association of National Advertisers   www.aana.com.au

Australian Associated Brewers inc   www.aab.org.au

Australian Distilled Industry Council of Australia   www.dsica.com.au

Liquor Merchants Association of Australia   www.liquormerchants.org.au

Winemakers Federation of Australia   www.wfa.org.au