NATIONAL
LIQUOR NEWS – December 2005
Australian
Alcohol Advertising – World’s Best Practice by Gordon Broderick
Governments at both the federal and state levels have
recently called for cuts to ‘red tape’. Government recognises
that business and society is being burdened by a welter of regulation.
Against this trend, there have been strident calls from some sections
of the community for government to step in and regulate alcohol advertising.
They claim that ‘self regulation’ has not worked. It may surprise
these critics that the government currently has a role in regulating
alcohol advertising in Australia, and that the advertising model is
best described as ‘co-regulatory’.
First some history. In the early 1990s the alcohol industry liaised
with the federal Government regarding the objectives of the National
Health Policy as it affects alcohol advertising. In 1992, DSICA and
the Australian Associated Brewers (AAB) created the Alcohol Advertising
Pre-vetting system (AAPS) and in 1998 the current Alcohol Beverages
Adverting Code (ABAC) was introduced. The industry also established
an independent Adjudication Panel to hear complaints that fall under
the Code.
There are four major industry associations associated with ABAC. The
AAB, DSICA, the Liquor Merchants Association of Australia and Winemakers
Federation of Australia. ABAC members cover over 95% of the alcohol
market.
The Code ensures the alcohol ads present a mature balance and responsible
approach to the consumption of alcohol beverages, and do not depict
or encourage excessive consumption or underage drinking. Broadly, ABAC
states that advertisements must not:
|
•
|
suggest that the
consumption or presence of alcoholic beverages may create or contribute
to a significant change in mood or environment; |
|
•
|
indicate association
between consumption and achievement of personal, business, social,
sporting, sexual or other success or therapeutic benefit; |
|
•
|
have a strong or
evident appeal to those aged under 18 years; and |
•
|
depict any association between the consumption of alcohol beverages
and potentially hazardous activity. |
In 2004 the National Committee for the Review of Alcohol Advertising
(NCRAA) under the auspices of the Ministerial Council on Drugs Strategies
(MCDS) conducted an exhaustive review of the ABAC. This review found
that the Code was working well, however a number of recommendations
were subsequently adopted with the full support of the alcohol industry.
One such measure included appointing a government representative to
ABAC’s Management Committee. A government nominated independent
health expert has also been appointed to the Adjudication Panel. Hence,
the current system is ‘co-regulated’ with government.
By any standard ABAC has been a great success. In 2004, 754 alcohol
advertisements were pre-vetted – of these 607 were accepted, 63
were accepted after modification, and 84 were rejected. It is little
wonder that with such stringent pre-vetting of ads that there are relatively
few complaints!
Of the total complaints received in 2004 (212 complaints), 180 were
for a single ad and only 22 other ads received complaints from the original
754. Following independent adjudication, 3 complaints were upheld and
in all cases these ads were withdrawn or modified within 5 business
days.
It is worth noting that the number of complaints may be inflated since
anti-alcohol lobby groups routinely circulate e-mail’s encouraging
people to lodge complaints about particular ads.
In line with best practice, the alcohol industry constantly reviews
the Code to ensure that it delivers the best outcomes for the community.
In this regard, the alcohol industry has been proactive and is currently
examining ways to strengthen aspects of the Code.
Calls to apply full government regulation to alcohol advertising are
misplaced. They ignore the evidence that the system is working extremely
well and that government is currently involved in its operation. ABAC
continues to represent world’s best practice and to coin a phrase,
“if it ain’t broke don’t fix it”.
