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Underpinning ABAC is the Alcohol Advertising Pre-Vetting System (AAPS) — established by the Australian Associated Brewers (AAB) and the Distilled Spirits Industry Council of Australia in July 1992. The primary function of AAPS is to maintain the spirit and the substance of the Alcohol Beverages Advertising Code, by utilising a panel of three independent adjudicators to evaluate beer and spirit advertisements against both the letter and spirit of the Code at the concept or story-board stage. AAPS has proved to be an effective self-regulatory industry filter applied before an advertisement goes to final production and is broadcast or published. The Pre-Vetting System has been extraordinarily successful. In its first full year of operation, complaints made under the former Code dropped from 35 in 1990 to zero in 1993, and have remained at negligible levels since. The Pre-Vetting System has also proved groundbreaking internationally, with several countries adopting the model or developing systems based on it. Function of Pre-Vetting Alcohol advertising pre-vetting is a voluntary commitment to responsibility in advertising by members of DSICA and the AAB. The alcohol industry developed the system in consultation with the Federal Health Department to address concerns expressed by the 1992 Ministerial Council on Drug Strategy on the ability of the self-regulatory system to meet community expectations. The objective of AAPS is to help ensure that alcohol advertising meets all the standards prescribed by the Alcoholic Beverages Advertising Code and the Advertising Code of Ethics. In making judgements on advertisements, AAPS adjudicators take into account:
Pre-Vetting Procedure Alcohol advertisers are responsible for submitting for approval to AAPS, all advertisements proposed to be used in electronic, print or trade media advertising. For DSICA members this includes wine products. The AAPS adjudicator may give guidance to advertisers, without prejudice to any final determination, prior to formal submissions. Advertisers are therefore encouraged to approach the adjudicator at the earliest point in the creative process. The adjudicator evaluates the material in light of the Alcohol Beverage Advertising Code, audience expectations and prevailing community standards, and will make a determination on whether the material meets the required standards. Where necessary, the adjudicator may recommend against the advertisement in its entirety, or may make recommendations regarding any changes required to ensure the material meets the required standards. Advertisers in dispute with a decision may request that the adjudicator refers the advertisement for adjudication by a panel comprising all three adjudicators. The finished advertisement, incorporating any necessary changes, will be submitted to the adjudicator prior to formal submission to any relevant authorities. This stage of the process ensures that the material is consistent with the original material submitted and the adjudicator may recommend against the material or suggest further changes. The decisions of the adjudicator are binding on the advertiser and this requirement is embodied in the DSICA constitution. Back to Top
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