Advertising Standards Bureau - Review of Operations 2013 | Page 108

i. ny depiction of the consumption of
a
alcohol beverages in connection with the
above activities must not be represented
as having taken place before or during
engagement of the activity in question
and must in all cases portray safe
practices; and
ii. ny claim concerning safe consumption
a
of low alcohol beverages must be
demonstrably accurate;
(e) ot challenge or dare people to drink or
n
sample a particular alcohol beverage, other
than low alcohol beverages, and must not

contain any inducement to prefer an alcohol
beverage because of its higher alcohol
content; and

(f ) omply with the Advertiser Code of Ethics
c
adopted by the Australian Association of
National Advertisers.
(g) ot encourage consumption that is in excess
n
of, or inconsistent with the Australian
Alcohol Guidelines issued by the NHMRC.
(h) ot refer to The ABAC Scheme, in whole
n
or in part, in a manner which may bring the
scheme into disrepute.

Internet advertisements
The required standard for advertisements outlined
in (a) to (h) above applies to internet sites
primarily intended for advertising developed by
or for producers or importers of alcohol products
available in Australia or that are reasonably
expected to be made available in Australia, and
to banner advertising of such products on third
party sites.

ii. he type and/or style of the alcohol beverages
t
offered for sale;
iii. photographic or other reproduction of
a
any container or containers (or part thereof,
including any label) in which the alcohol
beverages offered for sale are packaged;
iv. he location and/or times at which the
t
alcohol beverages are offered for sale; and
v. uch other matter as is reasonably necessary
s
to enable potential purchasers to identify
the retailer or retailers on whose behalf the
advertisement is published, must comply with
the spirit and intent of the Code but are not
subject to any process of prior clearance.

Promotion of alcohol at events
Alcohol beverage companies play a valuable
role in supporting many community events and
activities. It is acknowledged that they have the
right to promote their products at events together
with the right to promote their association
with events and event participation. However,
combined with these rights comes a range of
responsibilities. Alcohol beverage companies
do not seek to promote their products at events
which are designed to clearly target people under
the legal drinking age. This protocol commits
participating alcohol beverage companies to
endeavour to ensure that:
•

A
ll promotional advertising in support of
events does not clearly target underage
persons and as such is consistent with the
ABAC standard; and

•

A
lcohol beverages served at such events are
served in keeping with guidelines, and where
applicable legal requirements, for responsible
serving of alcohol (which preclude the serving
of alcohol to underage persons); and

•

P
romotional staff at events do not promote

•

P
romotional staff do not misstate the nature
or alcohol content of a product; and

•

P
romotional staff at events are of legal
drinking age; and

•

i. he brand name or names of alcohol
t
beverages offered for sale;

106

•

P
romotional materials given away at or in
association with events do not connect the
consumption of alcohol with the achievement
of sexual success; and.

•

P
romotional materials given away at or
in association with events do not link the
consumption of alcohol with sporting,
financial, professional or personal success; and

•

P
romotional materials given away at events
do not encourage consumption patterns
that are inconsistent with responsible
consumption, as defined in the NHMRC
Guidelines; and

•

A
condition of entry into giveaways promoted
by alcohol companies at or in association with
events is that participants must be over the
legal drinking age; and Prizes given away in
promotions associated with alcohol beverage
companies will only be awarded to winners
who are over the legal drinking age.

Third Parties
At many events alcohol companies limit their
promotional commitments to specified activities.
This protocol only applies to such conduct,
activities or materials associated with events
that are also associated with alcohol beverage
companies.

P
romotional materials distributed at events

Retail Advertisements
Advertisements which contain the name of a
retailer or retailers offering alcohol beverages for
sale, contain information about the price or prices
at which those beverages are offered for sale,
and which contain no other material relating to
or concerning the attributes or virtues of alcohol
beverages except –

do not clearly target underage persons; and

consumption patterns that are inconsistent
with responsible consumption, as defined in
the NHMRC Guidelines; and

Alcohol beverage companies will use every
reasonable endeavour to ensure that where other
parties control and/or undertake events, including
activities surrounding those events, they comply
with this protocol. However non-compliance
by third parties will not place alcohol beverage
companies in breach of this protocol.

Public Education
This protocol does not apply to or seek to
restrict alcohol beverage companies from being
associated with conduct, activity or materials that
educate the public, including underage persons,
about the consequences of alcohol consumption
and the possible consequences of excessive or
underage consumption.

Advertising Standards Bureau