Advertising Standards Bureau Review of Operations 2014 - Page 108

iii. epict an Adult who is under 25 years of d Age and appears to be an Adult unless: (A) they are not visually prominent; or (B) they are not a paid model or actor and are shown in a Marketing Communication that has been placed within an Age Restricted Environment. (c) esponsible depiction of the effects of alcohol R A Marketing Communication must NOT: i. uggest that the consumption or presence s of an Alcohol Beverage may create or contribute to a significant change in mood or environment; ii. show (visibly, audibly or by direct implication) the consumption or presence of an Alcohol Beverage as a cause of or contributing to the achievement of personal, business, social, sporting, sexual or other success; iii. f an Alcohol Beverage is shown (visibly, i audibly or by direct implication) as part of a celebration, imply or suggest that the Alcohol Beverage was a cause of or contributed to success or achievement; or iv. suggest that the consumption of an Alcohol Beverage offers any therapeutic benefit or is a necessary aid to relaxation. (d) lcohol and Safety A Marketing A Communication must NOT show (visibly, audibly or by direct implication) the consumption of an Alcohol Beverage before or during any activity that, for safety reasons, requires a high degree of alertness or physical co-ordination, such as the control of a motor vehicle, boat or machinery or swimming. 106 4. Interpretation Compliance of a Marketing Communication with the Code is to be assessed in terms of the probable understanding of the Marketing Communication by a reasonable person to whom the material is likely to be communicated, and taking its content as a whole. Capitalised terms have the meanings set out in section 5 below. Headings do not expand the Code. 5. Definitions a user who has registered on the platform as being 18 years of age or over. Alcohol Beverage means a beverage containing at least 0.5% alcohol by volume. Australian Alcohol Guidelines means the electronic document ‘Australian Guidelines to Reduce Health Risks from Drinking Alcohol (1-2)’ published by the National Health & Medical Research Council (“NHMRC”) as at 1st January 2010. In this Code: Code means this ABAC Responsible Alcohol Marketing Code. AANA Code of Ethics means the Australian Association of National Advertisers Code of Ethics. Marketer means a producer, distributor or retailer of Alcohol Beverages. ABAC Scheme means The ABAC Scheme Limited. Adjudication Panel means the panel convened to adjudicate a complaint received by the ABAC Scheme. Adult means a person who is of legal purchase age in Australia. Age-Restricted Environment means: • licensed premises that do not permit entry by Minors; or • a non alcohol-specific age-restricted digital platform (including, for example, a social media website or application) which: -- requires users to register and login to use the platform, including the provision of their full date of birth; and -- Marketing Collateral means material used by a Marketer to promote a brand and support the sales and marketing of Alcohol Beverages, including gifts with purchase, competition prizes and branded merchandise. Marketing Communications means marketing communications in Australia generated by or within the reasonable control of a Marketer (apart from the exceptions listed in Section 2(b)), including but not limited to brand advertising (including trade advertising), competitions, digital communications (including in mobile and social media), product names and packaging, advertorials, alcohol brand extensions to nonalcohol beverage products, point of sale materials, retailer advertising and Marketing Collateral. Minor means a person who is under 18 years of age and therefore not legally permitted to purchase an Alcohol Beverage in Australia. is able to hide the existence of any alcohol-related pages, sites and content such that they are not visible other than to Advertising Standards Bureau