Alcohol Advertising and Regulation
How alcohol advertising and marketing is regulated in Australia.
Alcohol advertising and marketing is regulated through the quasi-regulatory Alcohol Beverage Advertising Code Scheme (the ABAC code).
The ABAC Scheme is managed by a Management Committee consisting of representatives of the Winemakers Federation of Australia, the Brewers Association of Australia and New Zealand, DSICA, the Australian Government's Department of Health and Ageing, and the Communications Council representing the advertising industry.
The ABAC Scheme consists of three elements:
- the ABAC code itself, which sets out standards for the content of advertisements and promotions, and for product packaging and product names.
- the Alcohol Advertising Pre-vetting System, which gives final approvals for an advertisement's use and also provides guidance for advertisers during advertisement development.
- the independent complaints and adjudication process, which can receive complaints and adjudicate on any alcohol advertisement, irrespective of the advertiser accepting being bound by the scheme.
DSICA members also follow the standards in DSICA's Statement of Responsible Practices for Alcohol Advertising and Marketing. The Statement covers several other areas of marketing not covered by the ABAC code.
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DSICA's Statement of Responsible Practices for Alcohol Advertising and Marketing
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Alcohol Beverage Advertising, Naming and Packaging Code
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2010 ABAC Annual Report
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ABAC Guidance Notes for Advertisers
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ABAC Rules and Procedures
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Frequently Asked Questions about the ABAC Code
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History of the ABAC Scheme's development
