The Alcohol Beverages Advertising Code Scheme (ABAC) has reminded Australia’s alcohol marketers of the care they have to take, and their responsibilities around alcohol advertising over the summer months.
ABAC has released its Third Quarter 2025 Report, providing key insights on the regulation of alcohol marketing in Australia and highlighting new collaborations and resources aimed at strengthening industry standards.
The report highlights recent ABAC Panel determinations and has provided guidance for the industry around the areas that require careful consideration in marketing development.
These include:
- Alcohol & Water Safety: As summer approaches marketers are reminded to check alcohol use is not implied before or during water activities in social media posts or other marketing.
- Responsible Portrayal of Alcohol: The use of humorous memes around excessive consumption, images of rapid alcohol consumption and associating alcohol with a firearm caused this important set of Code standards to attract the highest number of breaches this quarter.
- Mood and Health Claims: Social media posts implying an improved mood, health benefits or alleviation of problems from alcohol use are not permitted and were the second highest cause for a Code breach.
- Protection of Minors: Marketing referencing confectionery breached the Code for strong appeal to minors.
To help further the protection of minors ABAC has collaborated with the Outdoor Media Association to strengthen its policies around alcohol advertising on bus shelters near schools and on dedicated school buses / general buses allocated for school services. In addition, The Interactive Advertising Bureau Audio Council and ABAC have worked together to develop best practice guides for advertisers and platforms to prevent alcohol ads being served to minors.
ABAC also welcomed two new signatories in the third quarter, ABAC’s Independent Chair, Hon Tony Smith, said: “Mark Anthony Brands Australia and Parallel 37 are ABAC’s newest signatories and ABAC welcomes their commitment to marketing consistently with the ABAC Responsible Alcohol Marketing Code.”
ABAC also reminded marketers that its independent pre-vetting service is the best way to ensure advertising does not breach any aspects of the code.