Thursday, April 25, 2024

Focus on alcohol packaging breaches

The Alcohol Beverages Advertising Code (ABAC) continues to see an increased level of alcohol packaging breaches in activity this quarter.

ABAC has received 53 new complaints and 23 determinations.

“ABAC has seen a higher number of breaches over the past 12 months, with the most notable increases relating to packaging and social marketing,” says ABAC Chair, Harry Jenkins AO.

“Over the past 12 months the Panel found 15 alcohol labels in breach of ABAC standards, up from 4 in the previous 12 months, with most of the breaches relating to the prohibition on alcohol packaging having strong or evident appeal to under 18s.”

To assist alcohol marketing communications, ABAC engages Youth Insight to provide observations on the themes, designs and imagery that 14-17 year olds find strongly appealing and unappealing.

Mr Jenkins continues, “ABAC strongly encourages all alcohol companies, their marketing staff, agencies and designers to proactively take measures to achieve compliance with responsible alcohol marketing standards, with particular attention to packaging and social marketing.

“The ABAC websites includes a variety of resources to help alcohol marketers understand what they can and can’t do, when marketing alcohol; and ABAC’s free annual industry webinar (in November) is compulsory viewing for anyone involved in alcohol marketing in Australia.”

Mr Jenkins also adds that pre-vetting may be undertaken by both signatories and non-signatories, and they encourage all alcohol producers, distributors and retailers to utilise this service.

ABAC’s Third Quarterly Report for 2020 detailing decisions made during the past quarter is available online.

For more information, please visit

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