Australia’s responsible alcohol marketing code, Alcohol Beverages Advertising Code (ABAC), has issued a reminder to the industry’s marketers of the steps they can take to ensure responsible marketing of alcohol.
The ABAC receives public complaints about alcohol marketing via Ad Standards, raising a variety of concerns which are then considered by the independent ABAC adjudication panel, who determine whether alcohol marketing communications are in breach of the ABAC standards.
In order to prevent breaches of the code, the ABAC is reminding marketers of the options available to educate themselves and their teams about the responsible marketing of alcohol.
Guidance materials and educational resources, which can be found here, include the new Best Practice Guide for Responsible Digital Marketing, information about alcohol packaging compliance, checklists for responsible marketing, guides for implementing age restrictions on social media and more.
Marketers also have access to a free online training course, which takes just one hour to complete with a certificate issued on completion, and in-house interactive training workshops tailored for your team, all designed to reduce the risk of a code breach.