ABAC launches new guidelines for digital alcohol marketing
The Alcohol Beverages Advertising Code (ABAC) has reviewed and developed a new Best Practice Guide for Digital Marketing, highlighting how the industry can responsibly implement and manage their digital alcohol content.
“The ABAC Code content standards have applied to digital forms of alcohol marketing since 2004 and to the placement of digital alcohol marketing since 2017,” said ABAC Chair Hon Tony Smith.
“The guide highlights the broad range of digital media that the ABAC Panel has examined over that period, from Spotify and Shazam through to Instagram and Youtube and covers mechanisms from reposts of user generated content through to influencers engaged to promote a brand.
“Digital media is complex and rapidly evolving. Importantly the Guide assists the industry to keep pace with these changes and understand all of the options available to them to make socially responsible choices in the management of their digital marketing.”
The ABAC Code requires that age restrictions are used to exclude minors from receiving alcohol ads, but the Best Practice Guide recommendations outline a range of currently available measures to further reduce the risk of ads reaching minors.
The Guide provides guidance on working with influencers, as well as tips on moderating user generated content (UCG).
It also provides recommendations on the responsible use of exclusion and inclusion programmatic targeting tools, on responsible ad placements on digital television, and resources on how users can access self-exclusion options to exclude alcohol ads from appearing on their platforms.
Smith said ABAC welcomes recent advancements made in self-exclusion, including that from SBS On Demand.
The streaming platform will roll out the new offering in the first quarter of 2024, allowing audiences to opt-out of receiving gambling, alcohol and quick food delivery services advertising.
“Providing consumers with choice over the ads they see is a positive initiative for the whole community,” Smith said.
“ABAC has been a leader globally in responding to the evolution in digital and emerging media with regular upgrades to its Code, Best Practice Guide and educational resources as new media and techniques emerge.
“ABAC is committed to reviewing this guide on a regular basis so that it remains up to date with the latest developments and options.”
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Lauren McNamara is a journalist at Mumbrella, covering the creative and PR beat. She joined in November 2022 as editorial assistant, after completing a Bachelor of Communications (Journalism) at UTS.
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ABAC
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Alcohol Beverages Advertising Code
digital marketing
Hon Tony Smith
SBS
Tony Smith
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