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Alcohol Beverages Advertising Code reports another record breaking year

Last year’s COVID restrictions and lockdowns have led to a new record in Alcohol Beverages Advertising Code (ABAC) determinations in 2021, exceeding the previous record figures seen for 2020.

In total, ABAC’s annual report for 2021 indicates that 288 complaints were made over the course of the year, with the ABAC panel making 153 determinations, of which 80 were upheld. This compares to 208 total complaints, 208 determinations, and 53 upheld cases in the regulatory body’s 2020 report.

As with 2020, the year continued the trend of at-home consumption, new delivery methods and takeaway products in response to closure of licensed premises.

Amongst upheld cases some prominent issues included alcohol marketing that promoted the consumption of alcohol while swimming, as well as packaging or promotions that appealed to minors – a complaint that frequently hit Australia’s local craft brewers, with the rise of sour and dessert inspired brews.

2021 also saw Coca-Cola South Pacific sign on to the ABAC code ahead of the launch of its Topo Chico Hard Seltzer, a sparkling water with alcohol.

Despite the increase in complaints to the ABAC scheme in 2021, JWS Research found the Australian public continued to support the standards upheld by ABAC regarding alcohol marketing, with a majority (60%) saying they had no concerns with alcohol advertising, labelling or packaging over the past 12 months

“The research found that the Code’s content standards align with community expectations for alcohol marketing and in some cases, appear to be more conservative,” said ABAC independent chair Henry Jenkins.

Jenkins attributed the surge in demand for ABAC’s services in 2021 to these changes and the resulting adaptations made to alcohol marketing.

“The associated marketing of all of these new measures was subject to the established regulatory framework. As a result, the year 2021 was an extremely busy year for ABAC, with record levels of activity for our Adjudication Panel and the Pre-vetting service,” said Jenkins.

Jenkins noted that the most pleasing aspect of the record activity in 2021 was the 3336 requests the scheme received for pre-vetting, which was up by more than one third on the previous year.

The pre-vetting services are described by ABAC as confidential advice provided to alcohol marketers on whether proposed alcohol marketing communications (including packaging) comply with the ABAC Code. Of the pre-vetting requests, rejections numbered 501, about 15 per cent of requests.

Part of ABAC’s service also includes reviewing and adjudicating on complaints received from the public about alcohol advertising and other marketing.

“The Chief Adjudicator, Professor Michael Lavarch, and his colleagues are to be commended for dealing with their record workload in an efficient and timely manner, and the clarity and consistency of their determinations,” said Jenkins.

“The majority of ABAC complaints and breaches related to digital social media posts, with the lack of age restriction on certain social media posts generating particular concern.”

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