The Alcohol Beverages Advertising Code (ABAC) has released its First Quarter 2025 Report which shows common breaches when marketing alcohol.
The ABAC Responsible Alcohol Marketing Scheme is aimed at ensuring that alcohol marketing in Australia is conducted responsibly, promotes responsible practices and in accordance with community standards.
Key findings from the report highlight several areas of focus including excessive consumption, protecting minors, digital responsibility and alcohol safety.
In terms of excessive consumption, the report found various breaches of the code which directly implied the consumption of multiple alcoholic beverages and promoted rapid drinking.
There were also major concerns about protecting minors with the report noting marketing breaches involving themes and imagery attractive to children like depictions of soft drink flavours or tying alcohol into brands associated with children.
An ABAC spokesperson said alcohol marketing must neither target nor strongly resonate with underage audiences.
“Last quarter the most common breaches related to marketing showing alcohol use before or during water-based activities like swimming and alcohol marketing content with strong or evident appeal to minors,” they said.
“Examples included themes relatable to minors, such as school lunch box snacks and Froot Loops cereal.”
ABAC is also engaging with digital platforms to address concerns about alcohol advertisements placed on children’s podcasts.
The organisation said in January it would commission compliance monitoring of age restriction controls across alcohol and alcohol alternative Instagram, Facebook and Youtube accounts.
Social media has been the source of many complaints with ABAC reminding marketers of the importance of implementing age restriction controls on social media accounts and paid ads.
One complaint that was upheld involved an Instagram post showing a mock armed holdup of a liquor store and was found to breach the code by depicting irresponsible behaviour.
Other complaints were dismissed, such as a Jim Beam sponsorship displayed on the shorts of the Newcastle NRL team and Christmas ornaments on display at a BWS store.
ABAC has also encouraged marketers to use its online tools and checklists, which includes a pre-vetting service for checking ads before they go to market.
You can read the report here.