The Alcohol Beverages Advertising Code (ABAC) is a regulatory body for responsible alcohol marketing in Australia. It has support from Australian Governments and the vast majority of the alcohol, media and advertising industries.
The code dictates what you cannot say, show or infer in alcohol advertising or packaging. If your alcohol advertising and packaging doesn’t meet this code and represents an irresponsible side of the industry, it risks being ordered out of the market.
If there is a complaint about any aspect of alcohol marketing it may be referred to the ABAC Adjudication Panel, comprised of independent health and marketing experts.
If the panel upholds a consumer complaint, the marketer will be asked to modify or withdraw their advertising or remove their packaging from the market. If this happens it can be hugely expensive.
So how can you reduce your risk and avoid penalty?
First, read the ABAC Responsible Alcohol Marketing Code, which sets standards for all alcohol marketing, including product names, packaging and social media.
Second, use the Alcohol Advertising Pre-vetting Service for confidential advice on whether your proposed alcohol advertising or packaging is consistent with the code.
And as always, check the ABAC website at www.abac.org.au or email firstname.lastname@example.org