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