Guiding Principle: Alcohol Advertising

Publishers believe it is of paramount importance to contribute to promoting a balanced approach to social and corporate responsibility of advertising.

This principle embraces a cohesive approach by supporting and encouraging the existing measures in the self-regulatory framework.

Publishers support the commitment by the Brewers Association of Australia & NZ, the Distilled Spirits Industry Council of Australia and the Winemakers Federation of Australia to ensure that all advertisements for alcohol comply with the intent of their respective Codes and the Alcohol Beverages Advertising Code.

In this initiative, advertisement means…

• any material published using any medium which is undertaken by, or on behalf of an advertiser or marketer; and

• material which draws the attention of the public in a manner calculated to promote or oppose directly or indirectly a product, service, person, organisation or line of conduct.

The core principles to follow…

An advertisement must…

• present a balanced and responsible approach to the consumption of alcohol;

• not promote excessive consumption of alcohol;

• not encourage under-age drinking or have a strong or evident appeal to children or adolescents;

• not suggest that the consumption or presence of alcohol beverages can change a mood or environment;

• not show that the consumption of alcohol as leading to personal success;

• not imply or suggest that alcohol shown as part of a celebration was a cause of the success or achievement;

• not suggest that alcohol offers any therapeutic benefit;

• not associate consumption of alcohol with operating a motor vehicle, boat or aircraft or engaging in any sport or potenti ally hazardous activity;

• act in accordance with prevailing community standards of taste and decency; and

• comply with any relevant industry specific codes.

Licensed venues…

Advertisements should…

• have limits to minimise the risk of irresponsible consump on of alcohol when adver sing “happy hours”, free drinks or discounted drinks;

• not place free alcohol as the primary focus where adver sed as ancillary to a product or service;

• be responsible when advertising includes unlimited liquor within the entry price;

• avoid sexual, degrading, sexist or gratuitously offensive images, figures and innuendo; and

• contain a responsibility message. Advertisements should not…

• provide incentives that could lead to the stockpiling of drinks leading to excessive consumption ;

• involve the availability of non- standard sized drinks that may encourage rapid drinking;

• encourage or suggest any association with risk taking, or with violent, aggressive or dangerous anti-social behaviour;

• have any association with or allusion to, illicit drugs; or

• encourage breaking the law.

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